Brand Personality Measurement Research Articles

Measuring Brand Personality of Footwear Brands in Bangladesh: Application of Aaker’s Brand Personality Scale

As the brand personality serves as a fundamental framework for studies concerning brand equity, brand image, and brand extension, that’s why brand personality is the main focus of this study. The purpose of this study is to measure the users' perceptions of the brand personality (BP) of footwear brands (such as Bata, Apex and Lotto) and to identify the dimensions that exist in the footwear industry in Bangladesh. This study applies Aaker's brand personality scale (BPS) to footwear brands in order to test the extent to which it is applicable to the brands and to investigate the fundamental structure of the brand personality of footwear brands. The data was acquired through the use of a questionnaire survey. A quantitative strategy was utilized to collect the data. For the purpose of the study, a total of 430respondent’s data were collected from different cities of Dhaka, Rajshahi and Rangpur division. In order to investigate the fundamental structure of the BP of footwear brands, descriptive statistics and exploratory factor analysis (EFA) were carried out. Study finds all the five dimensions (sincerity, excitement, sophistication, competence and ruggedness) of brand personality was extracted though the factor analysis of which ruggedness and sophistication are relatively lower than the others dimension within the realm of footwear industry. It has been found a comprehensive brand personality of footwear products and brand with the impact of all dimension of BPS and model holds a bold factor loading for all items it has. The novelty of the study lies in variable settings and arrangement, study area and context. No other research has been carried out in the context of footwear industry neither in Bangladesh nor elsewhere. There is also no evidence of research has been examined the relationship of brand personality, brand preference and brand loyalty. This study will help the marketer and the marketing practitioner to understand the dimension of brand personality, the impact of each brand personality dimensions and to identify the weaker personality dimensions that need more attention.

Fuzzy incomplete linguistic preference relations.

The effectiveness of preference relations in modeling decision-making processes makes it one of the most common representations of information use for solving decision-making problems. This research presents the fuzzy incomplete linguistic preference relations (Fuzzy InLinPreRa) approach as evaluated by decision-makers dealing with increasing complexity and uncertain economics, as well as social and managerial problems. By using Fuzzy InLinPreRa, the consistency measurements of decision-makers' evaluations will provide more accurate and reasonable solutions, allowing decision-makers to consider the objective weights of both the criteria and experts. An empirical example of the measurement of brand personality is included herein to demonstrate the feasibility of this method.

The Heart and Mind of a Radio Station: Audience Perceptions of Radio Station Brand Personality

The focus of this research was to explore consumer brand responses to the brand personality of a South African classical music radio station, Classic 1027. This study investigated how key brand responses are influenced by brand personality. A structured electronic survey was used to collect data from a qualified online panel that reflected the demographic characteristics of typical Classic 1027 listeners. The attitudes and behavioural intentions of listeners were examined, and the findings show positive attitudes and intentions. The “enthusiasm” brand personality dimension was shown to have a significant effect on behavioural responses. This research contributes by measuring brand personality during an actual repositioning campaign, rather than just as an isolated academic study. By considering radio station brand personality from a listener's perspective, it also contributes to theory development and offers some guidelines for media practitioners.

Design and validation of the Brand Personality Scale in Tourist Destinations

The new modality caused by COVID-19 has significantly affected tourism, from the decrease in demand and the deterioration of facilities due to lack of budget to the point of becoming unattractive. In response to this, the objective of this research work is to design and validate a scale to measure Brand Personality in Tourist Destinations (BPTD). The results were structured in three phases. In the first phase, an exhaustive search of the bibliography and first version of the instrument were generated. Moreover, a panel of 12 professionals between academics and managers was held, who evaluated the features and content validation by a panel of 7 experts. In the second phase, data collection was carried out with the participation of 998 tourists. In the third phase, exploratory and confirmatory factor analysis was carried out, obtaining a KMO of 0.979 and a p-value of 0.000. The total explained variance of the 21 items grouped in three dimensions represents 87.27%. In the confirmatory analysis, χ2 = 921.57, p = 0.000, RMR = 0.069, GFI = 0.917, AGFI = 0.829, CFI = 0.980, TLI = 0.976, NFI = 0.975, IFI = 0.980 and RMSA = 0.065, with an appropriate internal consistency (performance: α = 0.984; social innovation α = 0.982; honesty α = 0.964). Composite reliability was CR > 0.70 and convergent validity was AVE > 0.5. In conclusion, the values imply an acceptable adjustment, for which the model is adequate, and the scale is valid to be applied in tourism.

서울 컨벤션 개최지 브랜드 개성이 참가자의 태도와 행동에 미치는 영향

This study aims to measure the brand personality for convention destinations in Seoul and analyze the influence of the brand personality of the convention destination on participant attitude and post-behavior intention. This study used the Convention Brand Personality Scale(CBPS) for convention destinations to measure brand personality. This study also showed that among the five dimensions and 21 detailed factors of brand personalities, ‘attractive’ and ‘modern’ were highly rated in Seoul as a convention destination. The study also showed that the factors that affect one’s cognitive and emotional attitude might vary depending on the brand personality level of the venue. The study could be helpful to the field of strategic convention destination marketing by offering evidence of brand personalities for Seoul and an effective marketing tool to attract more participants in Seoul conventions.

Hubungan Antara Personaliti Jenama dan Keinginan Untuk Membeli Produk Berjenama Mewah Tiruan dalam Kalangan Pelajar Universiti

This study aimed to examine the relationship between the brand personality and the intention to buy counterfeit luxury branded products among University ‘X’ students. Researchers have used the Brand Personality Scale introduced by Aaker (1997) to measure brand personality. Meanwhile, the Attitude Survey, Buy Genuine Luxury Fashion Products or Counterfeits introduced by Yoo and Lee (2009) was used to measure the buying intention of counterfeit luxury branded products. This study involved 118 respondents from University ‘X’ students. The data collected was analyzed using Statistical Package for Social Science (SPSS) version 20. The findings showed that there is no significant relationship between the brand personality and the intention to buy counterfiet luxury branded products among University ‘X’ students.

A Brand-New Look at You: Predicting Brand Personality in Social Media Networks with Machine Learning

Tools for analyzing social media text data to gain marketing insight have recently emerged. While a wealth of research has focused on automated human personality assessment, little research has focused on advancing methods for obtaining brand personality from social media content. Brand personality is a nuanced aspect of brands that has a consistent set of traits aside from its functional benefits. In this study, we introduce a novel, automated, and generalizable data analytics approach to extract near real-time estimates of brand personalities in social media networks. This method can be used to track attempts to change brand personality over time, measure brand personality of competitors, and assess congruence in brand personality. Applied to consumer data, firms can assess how consumers perceive brand personality and study the effects of brand–consumer congruence in personality. Our approach develops a novel hybrid machine learning algorithmic design (LDA2Vec), which bypasses often extensive manual coding tasks, thus providing an adaptable and scalable tool that can be used for a range of management studies. Our approach enhances the theoretical understanding of channeled and perceived brand personality as it is represented in social media networks and provides practitioners with the ability to foster branding strategies by using big data resources.

Announcement: Winner of 2021 Jan-Benedict Steenkamp Award for Long-Term Impact

Announcement: Winner of 2021 Jan-Benedict Steenkamp Award for Long-Term Impact

Measuring brand personality using emoji: findings from Mokken scaling

Brand personality (BP) measurement is a research area that has been attracting a tremendous amount of attention. An examination of extant BP scales reveals that: (a) all of them gauge BP through verbal stimuli; (b) most of them were formulated in one language and tested in one country; and that (c) the majority of them were developed using Classical Test Theory and factor analytic procedures as “the” measurement framework and the method of choice, respectively. This study explores the possibility of using emoji (a new universal nonverbal language) to measure BP. It adopts a Nonparametric Item Response Theory procedure known in personality research as Mokken scaling. Data were collected from 416 respondents from 10 countries via an online 30-emoji survey assessing four global brands. Results indicate that 17 of the 30 emoji form four strong and reliable Mokken scales gauging dimensions Agreeableness, Conscientiousness/Openness, Extraversion, and Neuroticism. The proposed emoji-based scale represents a valuable measure that is suited to national as well as cross-national BP research.

An Assessment of Consumer Perception of the Brand Personality of Globacom, Nigeria

Objective: (i) to adapt Aaker’s (1997) scale to measure brand personality in the Nigerian telecommunications market using the methodology identified by Avis (2012) to be the most stable in literature; (ii) to identify the traits that could be used in marketing communication in the telecommunications industry; (iii) to reveal the brand personality factors of the telecommunications industry.Method: The study used a mixed design and survey method to sample 700 consumers of the Nigerian telecommunications industry. Data was collected using a questionnaire and analyzed using inferential statistics.Main Results: Aaker’s (1997) scale was adapted to measure the brand personality in the Nigerian telecommunications industry and it measured six factors, namely, Sincere, Rugged, Sophistication, Competence, Innovative and Excitement..Relevance/originality: The study provides local empirical evidence of the brand personality factors of the Nigerian telecommunication industry. The scale will be relevant in measuring the brand personality of other brands within the industry.Theoretical/Methodological contributions: The study supported the use of Aaker’s (1997) methodology in developing brand personality scales. The findings were consistent with terminology that could be used to describe brands in the industry.Social Contributions/For management: Managers of Nigerian telecommunication industry brands can make use of the traits identified in marketing communication in order to better present their brands.

A Review of the Use of Aaker’s Methodology within the Brand Personality Construct: A Review of Extant Literature

Anthropomorphism is the belief that brands can possess human characteristics, which raises a tendency to assign human traits to inanimate objects. It is on this premise that Brand Personality takes its roots. Several studies in the measurement and influence of Brand Personality abound leading to increasing arguments on the most appropriate methods to be used to measure Brand Personality. However, Aaker’s methodology stands out prominently in the Brand Personality domain. This study attempts to review the Brand Personality literature to identify the extent that this methodology has been used. The objectives of this study are to identify the scope and limitation of Aaker’s (1997) Brand Personality construct, identify the literature on Brand Personality and identify the use of Aaker’s (1997) methodology in scale development. Using a qualitative design, consecutive sampling was used to analyze the identified literature on Brand Personality. The resulting data was analyzed using frequency and pictorial analysis and several tables presenting the review of the literature were developed.

The moderating role of personal culture on the relationship between retail brand personality and shoppers’ loyalty: An evidence of supermarkets in Vietnam

Nowadays, one of the most common trends in retail industry research is the attribution of human characteristics or traits to retail brands. The term “retail brand personality or retailer personality” was born with various definitions and measurement scales from different cultures. Therefore, this paper aims are (i) to develop retail brand personality measurement scale tailor-made for general supermarkets, the most popular retail format in Vietnam, (ii) to measure the impact of retail brand personality dimensions on shoppers’ loyalty, and (iii) to investigate the moderating effects of personal cultural orientations on these relationships. The scale was developed through two stages: Item generation and item purification with the collected data on quota sampling of 403 shopping-goers, and then analyzed by SEM and MSEM method (Moderated structural equation modeling).The results indicated that retail brand personality consisted of four dimensions: Reliability, Sophistication, Modern, and Family-oriented, significantly found to impact on shoppers’ loyalty, in which Sophistication and Reliability were the strongest. More interestingly, the moderating role of personal cultural orientations in these regards was greatly identified. Particularly, shoppers with high independence culture highly appreciated the relationship between Sophistication and Modern dimensions and shoppers’ loyalty whereas shoppers with high Interdependence culture only supported for the impact of Reliability on loyalty. However, both personal culture orientations were found not be significantly related directly to the loyalty. The findings may help retailers and marketers come up with more effective marketing solutions in terms of enhancing symbolic values for their retail brands and adjust their integrated marketing and communication activities accordingly. This paper has a significant contribution of exploring the moderating role of personal cultural orientations on the relationship between retail brand personality and shoppers’ loyalty by the new analysis methodology - MSEM.

Brand Placement in a Movie Song and its Impact on Brand Equity

The article aims to find out the impact of brand name used in the movie song lyrics on its brand equity, consumer attitude, and brand personality. It is a primary research, which consists of Part (A) that examines the attitude toward brand placed in the movie song; Part (B) relates to the measurement of brand personality and Part (C) examines the brand equity before and after seeing the brand in the movie song. The brand name in the movie song improved brand personality, brand equity, consumer attitude, and purchase intention and thus, can be extended in large film producers countries too

Generating Business Intelligence Through Social Media Analytics: Measuring Brand Personality with Consumer-, Employee-, and Firm-Generated Content

Social media platforms provide an enormous public repository of textual data from which valuable information can be extracted. We show that firms can extract business intelligence from social media data bearing on an important business application, measuring brand personality. Specifically, we develop a text analytics framework that integrates different distinct sources of social media data generated by consumers, employees, and firms, to measure brand personality. Based on Elastic-Net regression analyses of a large corpus of social media data, including self-descriptions of 1,996,214 consumers who followed the sample of brands on social media, 312,400 employee reviews of the brands’ firms, and 680,056 brand official tweets, we develop a brand personality model that achieves prediction accuracy as high as 0.78. Among key insights, we find that the profile of individuals who choose to associate with brands on social media is an important predictor of brand personality; this provides the first real-world evidence for a consumer identity-brand personality link. We also identify a link between an organization’s internal corporate environment as perceived by employees and brand personality as judged by consumers. We further illuminate the practical implication of our predictive model by building a cloud-based information system that allows managers and analysts to explore and track personality of their own brands and their competitors’ brands.

Fashion store personality: Scale development and relation to self-congruity theory, a retrospective commentary

ABSTRACTThe authors are grateful to the Journal of Global Fashion Marketing for awarding this “JGFM Achievement Certificate for High Scholarly Impact” to their 2011 “Fashion Store Personality” article. The present paper first provides a retrospective review that examines how subsequent research extended the 2011 findings. In particular, the retrospect focuses on the one hand on advancements on brand personality conceptualization and measurement. On the other hand, the review sheds light on how knowledge on self-congruity theory has increased over the past years. After looking back, this paper provides a comprehensive outlook suggesting specific directions for further research, both with respect to brand personality measurement from a methodological point-of-view, as well as concerning the advancement of brand personality and self-congruity theory building and further conceptualization.

Measurement and Validity of Brand Personality: A Study on Famous Toothpaste Brand of India

Measurement and Validity of Brand Personality: A Study on Famous Toothpaste Brand of India

Brand Personality Scale: is It Applicable for a Small Emerging Country?

In Lithuania, a small emerging country, up to now the J.Aaker brand personality scale has been used without a proper validation. Previous researchers have made conclusions that the J.Aaker brand personality scale is both culture- and country-sensitive. Moreover, some studies show that not all dimensions might be suitable for measuring brand personality in a specific country or cross-cultural studies. Therefore, this paper aims to adapt and validate the scale proposed by J. Aaker in a context of a small emerging country. The scale validation takes place in several stages: starting with a qualitative study, involving experts, and finishing with an extensive quantitative study in three product categories. The research has revealed that in the Lithuanian context, the brand personality scale is composed of three dimensions, such as Sincerity, Modernity-Excitement and Competence. The scale, valid for a small emerging country, consists of 13 instead of 42 traits.

Dimensions of Product Brand Personality

The success of a brand relies on the extent to which it differentiates itself from the myriad of competitors. As brands seek to become distinctive, brand personality is viewed as a viable metaphor for understanding consumers’ perceptions of brands and for crafting a unique identity in their minds. Measurement and management of brand personality becomes significant in this regard. Most of the existing brand personality scales are either designed to measure the brand personality construct in general or to measure particular categories of brands. There is a lack of a scale which measures the personality of product brands as such. This research tries to fill this lacuna by creating a new product brand personality scale incorporating various advancements in the field of brand personality measurement. This study employs a mixed method approach and the important phases include construct definition, item generation, measure purification, assessment of reliability and validity, and development of a short version of the scale. Findings of this research reconfirm the consumers' tendency to attribute personality characteristics to brands. It also identifies seven dimensions of product brand personality with 26 items.

Generating Business Intelligence Through Social Media Analytics: Measuring Brand Personality with Consumer-, Employee-, and Firm-Generated Content

Social media platforms have provided an enormous repository of textual data, which has brought about a grand opportunity in social media analytics, wherein valuable information can be extracted from content generated by users as well as firms. While research has shown the explicit value of social media in terms of its networking and campaign value, a growing literature is focused on extracting implicit valuable information embedded in the textual data. We showcase that firms can extract business value from social media data with an important business application in measuring brand personality. Specifically, we develop a text analytics framework that integrates different sources of social media data (consumer-generated content, employee-generated content, and firm-generated content) to measure brand personality. Based on Elastic-Net regression analysis of a large corpus of social media data, including self-descriptions of 1,996,214 consumers who followed the sample of brands, 312,400 employee reviews of the brands’ firms, and 680,056 brand official tweets, combining 10,950 consumer survey responses, we develop a brand personality model that achieves prediction accuracy as high as 0.78. Second, we find that the profile of individuals who choose to associate with brands on social media is an important predictor of brand personality; this provides the first real-world evidence for the raison d'etre of research into the brand personality construct, namely a consumer identity-brand personality link. We also identify a link between an organization’s internal corporate environment and brand personality. We further illuminate the practical implication of our predictive model by building an information system that allows managers and analysts to explore and track personality of their own brands and their competitors’ brands.

The retailer brands personality: A scale development in a Tunisian context

Of recent interest in consumer behavior research and retailing branding is the consumer's use of retailer brands that increases over time. Starting from the set of unique characteristics that those brands do own, this study sheds light on an uncovered area relating to their perception and their mental positioning and presents hence a measure of their perceived personality in the Tunisian context. Despite the big number of scales that were developed to measure brand personality, yet no research has focused on the retailer brands personality. To fill in this gap, a set of interviews was administrated, and then evidence for the scale’s reliability was presented thanks to a series of statistical analyses.