Measurement Characteristics of Aaker's Brand Personality Dimensions: Lessons to be Learned from Human Personality Research

2013 ◽  
Vol 30 (11) ◽  
pp. 950-958 ◽  
Author(s):  
Martin Eisend ◽  
Nicola E. Stokburger-Sauer
Keyword(s):  
Brand Personality ◽  
Personality Dimensions ◽  
Human Personality ◽  
Personality Research

DIMENSIONS OF BRAND PERSONALITY ATTRIBUTIONS: A PERSON-CENTRIC APROACH IN THE GERMAN CULTURAL CONTEXT

2007 ◽  
Vol 35 (3) ◽  
pp. 303-316 ◽  
Author(s):  
Michael Bosnjak ◽  
Valerie Bochmann ◽  
Tanja Hufschmidt
Keyword(s):  
Big Five ◽  
Cultural Context ◽  
Brand Personality ◽  
Personality Dimensions ◽  
Human Personality ◽  
Four Dimensions ◽  
Big Five Model ◽  
Cultural Domain ◽  
Related Trait ◽  
Personality Attributions

Research on the symbolic use of commercial brands has shown that individuals prefer those brands matching their own personality. While the Big Five model of human personality is universal, brand personality attributions are partly culture-specific. Furthermore, research investigating brand-related trait attributions has largely neglected negatively valenced traits. Consequently, the objective of this research was to identify and operationalize indigenous German brand personality attributions from a person-centric perspective. This approach entails an exploration of those positive as well as negative human personality dimensions applicable and relevant to brands. Within two studies, four dimensions of brand personality (Drive, Conscientiousness, Emotion, and Superficiality) were identified. A preliminary 20-item instrument is proposed for the parsimonious measurement of brand personality attributions in the German cultural domain.

The Contribution of Pavlov's Typology of CNS Properties to Personality Research

1997 ◽  
Vol 2 (2) ◽  
pp. 125-138 ◽  
Author(s):  
Jan Strelau
Keyword(s):  
Soviet Union ◽  
Former Soviet Union ◽  
Animal Species ◽  
Special Significance ◽  
The West ◽  
Personality Dimensions ◽  
Personality Research ◽  
Personality Theories ◽  
Strength Of Excitation ◽  
Point Of Departure

This paper presents Pavlov's contribution to the development of biological-oriented personality theories. Taking a short description of Pavlov's typology of central nervous system (CNS) properties as a point of departure, it shows how, and to what extent, this typology influenced further research in the former Soviet Union as well as in the West. Of special significance for the development of biologically oriented personality dimensions was the conditioned reflex paradigm introduced by Pavlov for studying individual differences in dogs. This paradigm was used by Russian psychologists in research on types of nervous systems conducted in different animal species as well as for assessing temperament in children and adults. Also, personality psychologists in the West, such as Eysenck, Spence, and Gray, incorporated the CR paradigm into their theories. Among the basic properties of excitation and inhibition on which Pavlov's typology was based, strength of excitation and the basic indicator of this property, protective inhibition, gained the highest popularity in arousaloriented personality theories. Many studies have been conducted in which the Pavlovian constructs of CNS properties have been related to different personality dimensions. In current research the behavioral expressions of the Pavlovian constructs of strength of excitation, strength of inhibition, and mobility of nervous processes as measured by the Pavlovian Temperament Survey (PTS) have been related to over a dozen of personality dimensions, mostly referring to temperament.

Brand personality of fabric content: an application of the multidimensional implicit association test (md-IAT)

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Seung-Eun Lee
Keyword(s):  
Personality Traits ◽  
Implicit Association Test ◽  
Brand Personality ◽  
Association Test ◽  
Unique Contribution ◽  
Implicit Association ◽  
Convenience Sample ◽  
Personality Dimensions ◽  
Content Type ◽  
Brand Personality Traits

Purpose This study aims to explore whether fabric contents, specifically cotton and polyester, possess particular personality dimensions, as posited by Aaker (1997). The author examined both explicit (conscious, deliberate) and implicit (unconscious, automatic) perceptions of brand personality traits of cotton and polyester. Design/methodology/approach The convenience sample of this study included 51 students from different merchandising classes in a Midwestern university. Participants were first directed to the multidimensional implicit association test (md-IAT) and their implicit perceptions were measured for the content of the two fabrics (cotton and polyester) on five different personality attribute dimensions (sincerity, excitement, competence, sophistication and ruggedness). After the IAT, participants completed the post-IAT survey, including explicit measures of brand personality attributes of cotton and polyester. Findings The findings of this study show that fabric contents can be successfully described and differentiated by Aaker’s brand personality dimensions. Compared with polyester, the distinctive brand personality of cotton was the favorable association between cotton and sincerity. This association was significantly higher than all other personality dimensions in both consumers’ implicit and explicit perceptions. Neither cotton nor polyester was significantly associated with the exciting, competent and sophisticated personality dimensions. Originality/value A unique contribution of this study is that it examines implicit perceptions of the brand personality traits of cotton and polyester. The use of the md-IAT in this study allowed the assessment of consumers’ automatic associations with cotton and polyester of which they may not be aware.

scholarly journals The importance of brand personality inthe 21st centenary

2021 ◽  
Vol 11 (3) ◽  
pp. 58-60
Author(s):  
Simran Sikka ◽  
Jitender Kumar
Keyword(s):  
21St Century ◽  
Brand Personality ◽  
Human Personality ◽  
Relational Marketing ◽  
Personality Features

The “set of human qualities connected with a brand” is referred to as brand personality. Consumers have been shown to infuse brands with human personality qualities, turning them become symbolic brands. Brand personality, from the perspective of the customer, is a method for people to express their personalities and define their lives via tangible goods. From the perspective of a business, brand personality is a way of expressing the benefits of your product in terms of its qualities or status implications.Companies also employ brand personality to set themselves apart from their competitors, which is critical in today’s crowded domestic marketplaces.This article explores the importance of brand personality in the 21st century. It also discusses how can marketer develop a brand personality for their products. In the present study, the design was selected mostly descriptive, as the key objective of the study is to explore the construct of brand personality in relational marketing. The finding of paper suggests thatwhen a brand has a personality, it is simpler to interact with consumers since a customer’s personality qualities may be matched to a brand’s personality features.

Transference of brand personality in brand name translation: A case study on the Chinese-English translation of men’s clothing brands

Semiotica ◽  
2019 ◽  
Vol 2019 (230) ◽  
pp. 475-493
Author(s):  
Ying Cui
Keyword(s):  
English Translation ◽  
Brand Personality ◽  
Brand Names ◽  
Brand Name ◽  
Cultural Meanings ◽  
Chinese Consumers ◽  
Personality Dimensions ◽  
Self Perceptions ◽  
Chinese And English

Abstract Brand names are endowed with personalities that appeal to consumers, and such personalities are often adjusted in translation. This research aims to explore the transference of brand personality dimensions in the Chinese-English translation of men’s clothing brands, which embody consumers’ values and self-perceptions as well as social cultural meanings, in the hope of revealing male consumers’ psychological characteristics and providing a reference for translators. This investigation studies the brand personality frameworks for English and Chinese consumers, analyzes a corpus of 477 Chinese-English men’s clothing brands, summarizes the major personality dimensions for men’s clothing brands, and explores how they are transferred in translation. As brand personalities reflect target consumers’ psychology to a certain extent, exploring the transference of brand personality dimensions in the Chinese-English translation of men’s clothing brands can reveal the differences between Chinese and English male consumers’ values and mentality, which can serve as a reference for translators and international businesses.

Connecting the dots between brand logo and brand image

2019 ◽  
Vol 11 (1) ◽  
pp. 68-87
Author(s):  
Harsandaldeep Kaur ◽  
Kanwalroop Kaur
Keyword(s):  
Structural Equation ◽  
Brand Image ◽  
Brand Personality ◽  
Equation Modeling ◽  
Personality Dimensions ◽  
Content Type ◽  
Brand Familiarity ◽  
Sphere Of Influence ◽  
The Impact ◽  
The Relationship

Purpose Although the prominence of brand logo for companies is widely acknowledged, a close examination of the literature reveals lack of empirical research pertaining to effect of brand logo on consumer perception toward brand. Therefore, the purpose of this paper is to fill the gap in marketing studies concerning the effect of a logo on consumer evaluations. The research addresses two questions: first, how brand logo favorability helps to increase brand image; and second, how brand logo form consumer perceptions toward brand through brand personality dimensions and brand familiarity? Design/methodology/approach The data were collected from 816 respondents using mall-intercept technique. Structural equation modeling via AMOS was conducted to test the proposed model to gain insight into the various relevant influences and relationships. Findings The findings revealed the importance of the company’s brand logo in enhancing the brand image. The results further highlighted that brand personality dimensions and brand familiarity mediate the relationship between brand logo and brand image. Practical implications The study offers managers a new perspective for building strong brand identity with the help of logos along with the brand personality dimensions and brand familiarity to enhance brand image. Originality/value This study provides novel insights on the impact of brand logo on brand image. This is the first study to determine the mediating role of brand personality in the relationship between brand logo and brand image. It thereby adds to the literature of visual identity by developing the sphere of influence of brand logo and its effects toward brands.

Personality Pattern of Depression and its Relation to Acquiescence

1970 ◽  
Vol 26 (2) ◽  
pp. 459-464 ◽  
Author(s):  
Helmut Hoffmann
Keyword(s):  
Severe Depression ◽  
Hospitalized Patients ◽  
Control Group ◽  
Personality Dimension ◽  
Personality Dimensions ◽  
Depressed Patients ◽  
Personality Research ◽  
Response Set ◽  
Personality Pattern

The Personality Research Form (PRF) was administered to 35 hospitalized patients with the diagnosis of severe depression. In comparison with a control group, the patients were significantly higher in Abasement, Harmavoidance, and Succorance but significantly lower in Achievement, Dominance, Endurance, Exhibition, Sentience, Understanding, and Desirability. When the groups were compared by using scores on the true-keyed subscales, 5 dimensions showed significant differences which did not occur on the false-keyed subscales of the same dimensions. There were significant differences for 8 other personality dimensions on the false-keyed subscales which were not found on the true-keyed subscales. It was hypothesized that depressed patients exhibit an acquiescence response set which is specifically related to and dependent upon the content of the personality dimension tested.

scholarly journals Dimensions of Normal Personality as Networks in Search of Equilibrium: You Can't like Parties if you Don't like People

2012 ◽  
Vol 26 (4) ◽  
pp. 414-431 ◽  
Author(s):  
Angélique O. J. Cramer ◽  
Sophie Van Der Sluis ◽  
Arjen Noordhof ◽  
Marieke Wichers ◽  
Nicole Geschwind ◽  
...  
Keyword(s):  
Network Theory ◽  
Genetic Architecture ◽  
Personality Dimensions ◽  
Connectivity Structure ◽  
Normal Personality ◽  
Personality Research ◽  
Alternative Perspective ◽  
Latent Dimension ◽  
Underlying Dimension ◽  
Do So

In one currently dominant view on personality, personality dimensions (e.g. extraversion) are causes of human behaviour, and personality inventory items (e.g. ‘I like to go to parties’ and ‘I like people’) are measurements of these dimensions. In this view, responses to extraversion items correlate because they measure the same latent dimension. In this paper, we challenge this way of thinking and offer an alternative perspective on personality as a system of connected affective, cognitive and behavioural components. We hypothesize that these components do not hang together because they measure the same underlying dimension; they do so because they depend on one another directly for causal, homeostatic or logical reasons (e.g. if one does not like people and it is harder to enjoy parties). From this ‘network perspective’, personality dimensions emerge out of the connectivity structure that exists between the various components of personality. After outlining the network theory, we illustrate how it applies to personality research in four domains: (i) the overall organization of personality components; (ii) the distinction between state and trait; (iii) the genetic architecture of personality; and (iv) the relation between personality and psychopathology. Copyright © 2012 John Wiley & Sons, Ltd.

Personality and Non-Medical Use of Drugs

1980 ◽  
Vol 46 (1) ◽  
pp. 103-110 ◽  
Author(s):  
Cannie Stark-Adamec ◽  
R. O. Pihl
Keyword(s):  
Drug Use ◽  
Personality Dimensions ◽  
Negative Stereotype ◽  
Personality Research ◽  
Medical Drug

A plethora of studies have indicated marihuana users differ from nonusers on a variety of personality dimensions. The direction of these differences and their interpretation vary from report to report depending on the samples, the measures, and the orientation of both authors and readers. The present study examined the relationships between extent of non-medical use of drugs and Personality Research Form (Jackson, 1974) scores of 24 males. Little evidence was found that would justify the acceptance of either a positive or a negative stereotype of a person who participates in non-medical drug use.

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