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1
Musante, Michael D., David C. Bojanic, and Jian (Jane) Zhang. "A Modified Brand Personality Scale for the Restaurant Industry." Journal of Hospitality & Leisure Marketing 16, no. 4 (June 24, 2008): 303–23. http://dx.doi.org/10.1080/10507050801949316.
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SIGUAW, J., A. MATTILA, and J. AUSTIN. "The brand-personality scale." Cornell Hotel and Restaurant Administration Quarterly 40, no. 3 (June 1999): 48–5. http://dx.doi.org/10.1016/s0010-8804(99)80037-8.
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Siguaw, Judy A., Anna Mattila, and Jon R. Austin. "The Brand-Personality Scale." Cornell Hotel and Restaurant Administration Quarterly 40, no. 3 (June 1999): 48–55. http://dx.doi.org/10.1177/001088049904000319.
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Schade, Michael, Rico Piehler, and Christoph Burmann. "Sport club brand personality scale (SCBPS): A new brand personality scale for sport clubs." Journal of Brand Management 21, no. 7-8 (November 2014): 650–63. http://dx.doi.org/10.1057/bm.2014.36.
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Mustamil, Norizah, Ho Yeow Chung, and Mohd Shoki Bin Mohd Ariff. "Determining Brand Personality of Nike Sports Shoes Using Aaker’s Brand Personality Scale." International Journal for Innovation Education and Research 2, no. 6 (June 30, 2014): 128–37. http://dx.doi.org/10.31686/ijier.vol2.iss6.201.
Повний текст джерелаАнотація:
This study was conducted to identify brand personality associated with Nike sports shoes among university students based on Aaker’s Framework of Dimension of Brand Personality. A total of 120 questionnaires were gathered from Management students of a Malaysian public university using Stratified Random Sampling method and analyzed using SPSS software. Findings showed that users of Nike sports shoes were highly associated with the personality: Imaginative, Cheerful, Down to Earth, Real, Charming, Trendy, Good-looking and Friendly. In addition, the most dominant dimension of brand personality of Nike sports shoes was the dimension of Dignified. Several implications were drawn based on the findings to enhance Nike’s markets in evaluating their product branding strategy. Consequently, this research contributes to theoretical knowledge and its application in the field of brand personality.
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Rauschnabel, Philipp A., Nina Krey, Barry J. Babin, and Bjoern S. Ivens. "Brand management in higher education: The University Brand Personality Scale." Journal of Business Research 69, no. 8 (August 2016): 3077–86. http://dx.doi.org/10.1016/j.jbusres.2016.01.023.
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Kumar, Ajay. "Story of Aaker’s brand personality scale criticism." Spanish Journal of Marketing - ESIC 22, no. 2 (August 20, 2018): 203–30. http://dx.doi.org/10.1108/sjme-03-2018-005.
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George, Jijo, and Victor Anandkumar. "Dimensions of Product Brand Personality." Vision: The Journal of Business Perspective 22, no. 4 (November 12, 2018): 377–86. http://dx.doi.org/10.1177/0972262918803496.
Повний текст джерелаАнотація:
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.
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Aaker, Jennifer L. "Dimensions of Brand Personality." Journal of Marketing Research 34, no. 3 (August 1997): 347–56. http://dx.doi.org/10.1177/002224379703400304.
Повний текст джерелаАнотація:
Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the “Big Five” dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer behavior on brand personality. Consequently, an understanding of the symbolic use of brands has been limited in the consumer behavior literature. In this research, the author develops a theoretical framework of the brand personality construct by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence, Sophistication, and Ruggedness). To measure the five brand personality dimensions, a reliable, valid, and generalizable measurement scale is created. Finally, theoretical and practical implications regarding the symbolic use of brands are discussed.
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Mitsis, Ann, and Civilai Leckie. "Validating and extending the sport brand personality scale." Journal of Service Theory and Practice 26, no. 2 (March 14, 2016): 203–21. http://dx.doi.org/10.1108/jstp-08-2014-0185.
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Purpose – The purpose of this paper is to validate Tsiotsou’s (2012) sport team brand personality scale in a new country (Australia) and segment (Generation Y) and extend its use from sport teams to individual athletes. This paper also explores the scale’s predictive power in an athlete’s role model influence. Design/methodology/approach – An online panel survey with 560 responses from Australian Generation Y consumers was obtained. Structural equation modelling was used to test and validate the scale. Findings – This paper confirmed the sport team brand personality scale can be applied to an individual athlete. Three dimensions of the scale, namely, competitiveness, morality and authenticity, were found to have predictive power in an athlete’s role model influence. Authenticity was the strongest predictor, followed by morality and competitiveness. Practical implications – Individual athlete brand personality is powerful in influencing how Australian Generation Y consumers identify with their favourite athlete as a role model. These insights assist brand and marketing managers to use athletes as part of their communication strategies regarding brand and product endorsements. Originality/value – This research addresses Tsiotsou’s (2012) call to test the robustness and external validity of the sport team brand personality scale and to empirically test how the scale can predict outcomes. The authors succeeded in validating and extending the sport brand personality scale to an individual athlete level in a new country and consumer segment. The scale was found to have predictive power in an athlete’s role model influence.
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Thomas, Bejoy John, and P. C. Sekar. "Measurement and Validity of Jennifer Aaker's Brand Personality Scale for Colgate Brand." Vikalpa: The Journal for Decision Makers 33, no. 3 (July 2008): 49–62. http://dx.doi.org/10.1177/0256090920080304.
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Brand differentiation is now becoming an important tactic for combating competition in the hostile marketplace. A viable solution for establishing the distinctiveness of a brand is through brand personality. Attaching personalities to brands contributes to a differentiating brand identity, which can make brands more desirable to the consumer. Jennifer Aaker developed a specialized brand personality scale, the five dimensions of the scale being sincerity, excitement, competence, sophistication, and ruggedness. This study focused on measuring the brand personality of Colgate brand and exploring the model validity of Jennifer Aaker's Brand Personality scale. The study indicated that: About 93 per cent of the respondents used toothpaste and toothbrush among the oral care products. About 55 per cent of the respondents used only Colgate brand and about 39 per cent used Close-up and Pepsodent together with Colgate brand. 61 per cent of the respondents who were using only Colgate brand were using the brand for more than three years which indicates that most of the respondents had an understanding about the Colgate brand. Most of the respondents who were using more than one brand have indicated that they switch among the brands once in three months or once in more than six months. About 53 per cent of the respondents have indicated that they prefer Colgate dental cream among Colgate paste brands and 35 per cent Colgate Cibaca top among Colgate toothbrush brands. Confirmatory Factor Analysis revealed that ruggedness, competence, and excitement are the main dimensions of Colgate Brand Personality. This shows that the company should stress more on its functional benefits than the emotional benefits whenever the company introduces a new brand, new ad campaign or any other form of communication with the user. The items—trendy, exciting, and young—under Exciting Dimension are more relevant for the Colgate brand and the items—cool, contemporary and imaginative—are not applicable to the Colgate brand. This will be a major finding for the company and ad agency because they can improve the score in this dimension by concentrating on the creativity and contemporariness of its advertisements and other promotional materials. Also, the items—confident, secure, and hardworking—under Competence Dimension are more relevant for the Colgate Brand and the item—successful—is not applicable to the Colgate brand. This finding will be an eye opener for the company A validity check of the scale using Factor Analysis was carried out which indicates that the number of dimensions of Brand Personality is 13 and that about 10 items of Jennifer Aaker—s Brand Personality scale are not applicable in the Indian situation. The applicability of this scale in the Indian situation was not checked because it required an exploratory study to identify the dimensions of Brand Personality in the Indian situation. Hence, identifying the Indian Brand Personality construct can be undertaken by future researchers.
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Mohtar, Mozard, John M. Rudd, and Heiner Evanschitzky. "Clarifying the brand personality construct in Malaysia." Journal of Consumer Marketing 36, no. 7 (November 11, 2019): 869–84. http://dx.doi.org/10.1108/jcm-03-2018-2617.
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Purpose This paper aims to investigate the variations in brand personality trait items to describe both global and local brands in Malaysia. Design/methodology/approach The authors adopted both factor analytic and experimental methods to investigate the internal and external validity of Malaysia brand personality (MBP) scale. They followed a stringent scale development process that ensures the scale conform to psychometric properties. Findings In seven studies, the results show that the 22-item four-factor Malaysian brand personality scale adheres to strong psychometric properties of scale development process. The findings further indicate that there are seven indigenous traits, while most traits emerge from factor analyses originate from studies of Aaker (1997) and colleagues (2001). This confirms universality of some brand personality traits and dimensions. Research limitations/implications Within the limits of the study, we did not examine the MBP facet level, and were confined to those respondents in Klang Valley only. Practical implications The MBP scale enables marketing managers in Malaysia to focus on brand personality dimensions that their customers can relate to. In other words, marketing communications can be more efficient when managers can identify brand personality traits that enhance customers’ behaviors and profitability. Originality/value Malaysia is a multicultural and multiethnic country which is increasingly becoming the focus of international brand expansion. The authors view that the development of the MBP scale is timely and should provide managers further insights into the brand personality structure that is relevant in Malaysia.
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Gopal, Krishan, and Rajesh Verma. "Brand Personality in Politics : Scale Development and Validation." Indian Journal of Marketing 48, no. 2 (February 1, 2018): 36. http://dx.doi.org/10.17010/ijom/2018/v48/i2/121333.
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Görgüt, İlyas, and Ayşe Feray Özbal. "Adaptation of Sport Brand Personality Scale to Turkish." Universal Journal of Educational Research 6, no. 4 (April 2018): 759–68. http://dx.doi.org/10.13189/ujer.2018.060419.
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Kim, Danny D. E. "A Unified Measure of Media Brand Personality: Developing A Media Brand Personality Scale for Multiple Media." International Journal on Media Management 19, no. 3 (May 3, 2017): 197–221. http://dx.doi.org/10.1080/14241277.2017.1306531.
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Ruhaniah, Rury ST. "PERBANDINGAN TINGKAT LOYALITAS TERHADAP MEREK PADA PENGGUNA SMARTPHONE BERDASARKAN TEORI KEPRIBADIAN BIG FIVE FACTORS OF PERSONALITY." JPPP - Jurnal Penelitian dan Pengukuran Psikologi 1, no. 1 (March 24, 2017): 63. http://dx.doi.org/10.21009/jppp.011.09.
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Abstract This study aims to know whether there is comparative of brand loyalty degree based on theory Big Five Factors of Personality on smart-phone user. The level of brand loyalty formed based on brand loyalty pyramid by David A. Aaker (1991) that having a certain characteristics on each level of brand loyalty. Research conducted by involving 142 smartphone user that settle in Jakarta. An instrument consisting of two research scale, the level of brand loyalty scale and personality scale that adopted from personality scale of International Personality Item Pool (IPIP) which based on NEO-PI R. Hypotheses tested by chi square analyze with the assistance program SPSS ver 17.0 for Windows. Based on the analysis result of data that has been done obtained chi square of personality variable is 58,070, degree of freedom is 4 with p-value 0.00 < 0.05, chi square of brand loyalty level variable is 15,958, degree of freedom is 4 with pvalue 0.03 < 0.05. This means that the null hypothesis is rejected and the alternative hypothesis is accepted, then there is a significant comparison of levels of brand loyalty based on the theory the Big Five Factors of Personality on the smart-phone user. Keywords: Brand Loyalty Personality, Big Five Factors, Smartphone, NEO-PI R
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Papadimitriou, Dimitra, Kyriaki Kaplanidou, Kostas Alexandris, and Nikos Theodorakis. "The brand personality of professional football teams." Sport, Business and Management: An International Journal 9, no. 5 (November 11, 2019): 443–59. http://dx.doi.org/10.1108/sbm-03-2018-0021.
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Purpose The purpose of this paper is to test the psychometric properties of the Team Brand Personality Scale by Blank et al. (2013, 2018) in the context of the professional football clubs in Greece, based on the perceptions of fans for their own team and the rival team. The brand personality team scores of the fans are also used to create a league map presenting the brand personality of the different teams of the Greek football Super League. Design/methodology/approach Following a quantitative research design, 724 Greek football fans completed an electronic questionnaire assessing demographics, brand personality, team identification, sport involvement, attitudinal loyalty and game attractiveness. Findings The results partially confirmed the psychometric properties of the brand personality scale and suggested that the notion of brand personality influences positively the attitudinal loyalty and game attractiveness of the fans. Based on the results, the personality structure for the football league was also created and discussed. Research limitations/implications This study was set to focus only on the brand personality perceptions of the highly identified fans of football teams, known in the literature as realized brand personality. However, a thorough understanding of the particular concept requires also the perspective of sport marketers who may perceive the brand personality in a different manner (i.e. intended brand personality), so as to build a holistic picture of brand personality of football teams. Practical implications This research confirms that football teams have already projected a unique personality among their highly identified fans which can be used by marketing practitioners while designing integrated communication strategies. Originality/value This paper contributes to the broad brand personality literature by replicating Blank’s et al.’s sport team personality scale to the Greek context and the league level, involving both supporting fans and rivals.
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Brakus, J. Joško, Bernd H. Schmitt, and Lia Zarantonello. "Brand Experience: What is It? How is it Measured? Does it Affect Loyalty?" Journal of Marketing 73, no. 3 (May 2009): 52–68. http://dx.doi.org/10.1509/jmkg.73.3.052.
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Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments. The authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual, and behavioral. In six studies, the authors show that the scale is reliable, valid, and distinct from other brand measures, including brand evaluations, brand involvement, brand attachment, customer delight, and brand personality. Moreover, brand experience affects consumer satisfaction and loyalty directly and indirectly through brand personality associations.
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Kshetri, Dr Anita, and Dr Bidyanand Jha. "Applicability of Brand Personality Scale in the Indian Context." International Journal of Trend in Scientific Research and Development Volume-2, Issue-3 (April 30, 2018): 1306–13. http://dx.doi.org/10.31142/ijtsrd11324.
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Sung, Yongjun, Sejung Marina Choi, Hongmin Ahn, and Young-A. Song. "Dimensions of Luxury Brand Personality: Scale Development and Validation." Psychology & Marketing 32, no. 1 (December 11, 2014): 121–32. http://dx.doi.org/10.1002/mar.20767.
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Kumar, Abhishek, and R. Venkatesh Kumar. "A Curious Case of Business-media Brand Personality Scale." Management and Labour Studies 40, no. 1-2 (February 2015): 95–108. http://dx.doi.org/10.1177/0258042x15601535.
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Dikcius, Vytautas, Eleonora Seimiene, and Ramunas Casas. "Brand Personality Scale: is It Applicable for a Small Emerging Country?" Organizations and Markets in Emerging Economies 9, no. 2 (December 31, 2018): 324–41. http://dx.doi.org/10.15388/omee.2018.10.00017.
Повний текст джерелаАнотація:
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.
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Banahene, Stephen. "The Impact of Brand Personality and Students’ Self-Concept on Brand Engagement." International Journal of Business and Social Research 7, no. 8 (August 21, 2017): 12. http://dx.doi.org/10.18533/ijbsr.v7i8.1055.
Повний текст джерелаАнотація:
<p>The objective of this study is to investigate how brand personality and customers’ ‘self’ affects brand engagement. This has become necessary because the focus of most research into brands has often neglected how brand personality and customers’ ‘self’ can be harnessed to achieve brand engagement. This study used Aaker’s brand personality, Keller’s brand engagement, and Sprott et. al. self-concept measurement scales. The research methodology includes the following steps: adaptation of the measurement scales to suit the research context, assessment of reliability and validity of dimensions, and test of goodness-of-fit of model. In all 252 valid responses out of 302 questionnaires distributed were used for the study. The research found that brand personality and customers’ ‘self-concept’ have positive effect on brand engagement. Sincerity has negative relationship with brand engagement and self-concept whiles hedonism has negative relationship with self-concept only. Competence, sophistication and excitement dimensions have significant effects on customers’ self-concept and brand engagement. Sincerity and hedonism also have negative effects on self-concept and brand engagement. Competence, sophistication and excitement can be used as differentiate strategy by Private Universities to deal with the growing competition in Ghana. The findings suggest that Private Universities can differentiate themselves by developing brand personality that is competent and exciting, whereby they can successfully engaged their customers. The authors’ investigations also suggest that self-concept can be measured by splitting Sprott et al measurement scale into two (self-congruence and value-congruence). In the same way, brand engagement can be measured by splitting Keller’s measurement scale into two (identification and ambassador dimensions) for theoretical insight. In addition, hedonism has been identified as a useful measure of brand personality but not clear with faith-based Private Universities’ brand personality. Private Universities’ differentiation strategy should be based on competence, sophistication and excitement.</p>
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Maehle, Natalia, and Magne Supphellen. "In Search of the Sources of Brand Personality." International Journal of Market Research 53, no. 1 (January 2011): 95–114. http://dx.doi.org/10.2501/ijmr-53-1-095-114.
Повний текст джерелаАнотація:
Since Aaker's (1997) seminal article, in which a general measurement scale of brand personality was developed and tested, research on brand personality has burgeoned. However, there are still important gaps in the literature. The primary focus of previous studies has been either on understanding the effects of brand personality or on measurement issues. There is little research on how brand personalities are formed, a fundamental issue for marketers. To fill this gap, we identify in two studies the potential sources of brand personality, and assess their relevance for forming different brand personality dimensions. The pattern of results across studies provides a general framework for selecting the most relevant sources for each of five dimensions of the Aaker's brand personality concept: sincerity, competence, sophistication, excitement and ruggedness.
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TUZCUOÄžLU, Ahmet, Sema Nur FAYDA, Yasenkare TUNIYAZI, and Zübeyde ÖZ. "DO THE EFFECTS OF BRAND PERSONALITY DIMENSIONS ON BRAND LOYALTY CHANGE ACCORDING TO CONSUMERS’ PERSONALITIES?" TURKISH JOURNAL OF MARKETING 3, no. 2 (August 19, 2018): 84–107. http://dx.doi.org/10.30685/tujom.v3i2.35.
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Mobile phones, especially the smart ones are becoming a main need for millions of people from all ages. Producers pay attention to develop a repeat purchasing behavior among their customers, aiming to resale their updated models. Brands play an important role in facilitating and affecting customer’s choice process, especially for high-technology products. Brand loyalty concerns the behavior of rebuying and at the same time, the antecedents causing that actual behavior. This study aims to study the relationships between consumer personality, brand personality and brand loyalty with data collected from 394 participants by two questionnaires (for Samsung and Apple) using convenience sampling method. Questionnaires are designed by using CAD scale of Cohen (1967), brand personality scale of Aaker (1997) and brand loyalty scale of Chaudhuri and Holbrook (2001). Four groups of hypotheses were tested with regression analyses and one group by comparing means. Findings include statistically significant results.
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Singla, Vikas, and Gaurav Gupta. "Emotional Branding Scale and Its Role in Formation of Brand Trust." Paradigm 23, no. 2 (August 2, 2019): 148–63. http://dx.doi.org/10.1177/0971890719859668.
Повний текст джерелаАнотація:
The importance of emotional branding (EB) strategy in building long-term and sustainable psychological links with consumers had been sufficiently highlighted in literature. However, very few research attempted to provide a structured tool for its measurement. This study proposed a 13-point four-factor multidimensional scale which could be used to measure EB formally. Dimensions measuring EB were derived from literature and then examined on three different brands in order to achieve a reliable and valid scale. Findings suggested brand loyalty, brand association, perceived quality and brand personality as constructs which would form the scale. The second part of the study was devoted to understand the role of these constructs in achieving ultimate goal of branding, that is, to infuse trust in consumers. A key finding suggested that emphasis on brand loyalty results in formation of trust and mitigates scepticism. Also, trust was positively and significantly impacted by brand loyalty and association, whereas a mismatch of brand personality with emotions reflected by brand could result in scepticism.
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Ajeyalemi, Oladipupo Folorunsho, and Bolajoko Nkemdilim Dixon-Ogbechie. "A Review of the Use of Aaker’s Methodology within the Brand Personality Construct: A Review of Extant Literature." TIJAB (The International Journal of Applied Business) 4, no. 1 (April 30, 2020): 35. http://dx.doi.org/10.20473/tijab.v4.i1.2020.35-51.
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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.
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Pereira, Rosaria Luisa Gomes, Antónia Correia, and Ronaldo L. A. Schutz. "Golf destinations’ brand personality: the case of the Algarve." International Journal of Culture, Tourism and Hospitality Research 9, no. 2 (June 1, 2015): 133–53. http://dx.doi.org/10.1108/ijcthr-05-2014-0037.
Повний текст джерелаАнотація:
Purpose – The purpose of this paper is to develop and validate a measurement brand personality scale for golf destinations and simultaneously to assess the destination personality of the Algarve as a golf destination. Design/methodology/approach – A set of 36 unrepeated items, generated from individual interviews with experts in tourism and golf in the Algarve and from promotional texts in golf-related websites, was the base for a survey instrument. The survey was applied to a convenient sample of 600 golf players in the Algarve, and 545 (valid) questionnaires were analysed to refine the scale. Golf players assessed the Algarve as a golf destination and the components of the relational brand personality (functional, symbolic and experiential). Two multi-dimensional brand personality models were estimated by using structural equation modelling. Findings – Findings indicate that golf players ascribe personality characteristics to destinations. The brand personality of the Algarve is translated into three main dimensions enjoyableness, distinctiveness and friendliness when tourists/golf players reveal their overall perception of the destination. The brand personality of golf destination Algarve is reflected in the dimensions reliability, hospitality, uniqueness and attractiveness when tourists/golf players assess the components of the relational brand personality. Refined scales consisting of 10 and 11 items were finally derived meeting both reliability and validity requirements. Research limitations/implications – The analysis is based on personality perceptions of only one golf destination. Another limitation is the fact that both interviewees and respondents had great difficulty in expressing themselves tending to use repeated words. Also, the fact that the research was conducted in two languages since translation and retroversion of the items may lead to some loss in meaning or sense. Moreover, the experiential component of the relational brand personality might have been further explored to relate golf destination brand personality to the tourist experience. Practical implications – Important contributions are that both qualitative and quantitative approaches should be used in the measurement of brand personality. A reliable and valid tool to assess golf destination brand personality is a valuable marketing management resource. Social implications – Destination managers will be able to plan marketing actions that will help to change general destination attitudes and product-destination attitudes, establishing the destination brand and creating differentiation, resulting in increased preference and usage, higher emotional ties, trust and loyalty towards the brand. Also, marketers should place great emphasis on building a connection between destination personality and tourists/golf players’ self-concept. Originality/value – This is one of the first pieces of research to validate a specific brand personality scale to golf destinations. Results of this study make important theoretical contributions to the understanding of brand personality in the context of tourism destinations in general, and golf destinations in particular.
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Tong, Xiao, and Jin Su. "Exploring the personality of sportswear brands." Sport, Business and Management: An International Journal 4, no. 2 (May 6, 2014): 178–92. http://dx.doi.org/10.1108/sbm-08-2012-0032.
Повний текст джерелаАнотація:
Purpose – The purpose of this paper is to identify the personalities that are associated with sportswear brands and tests the applicability of Aaker's brand personality framework in the context of sportswear brands. Design/methodology/approach – This study employed Aaker's brand personality framework to empirically investigate the personality of sportswear brands based on data collected from 420 college students. Findings – Results revealed that consumers perceive seven distinct personality dimensions and 53 personality traits in sportswear brands: Competence, Attractiveness, Sincerity, Innovation, Activity, Excitement, and Ruggedness. Originality/value – This research developed a valid and reliable scale that measures personality for sportswear products and confirms that consumers do associate particular brand personality dimensions with sportswear brands. The findings would help managers in the sportswear market better understand the image of their brand in the minds of consumers and better distinguish their brand from competing brands.
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Raza, Muhammad, Reema Frooghi, and Saeed Abbas Shah. "Determinants of Brand Loyalty in the Cola Industry of Pakistan: A Case Study of Pepsi Cola." Sukkur IBA Journal of Management and Business 6, no. 1 (September 19, 2019): 12. http://dx.doi.org/10.30537/sijmb.v6i1.320.
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The study has been comprehensively designed to understand the influence of customer satisfaction on brand loyalty. Whereas, customer satisfaction with the influence of brand personality as both the rivalry brand has significantly different positioning and personality. However, the study has purposefully incorporate brand attachment, brand trust and brand commitment as determinants of brand personality. Total 503 responses were collected using convenience sampling technique from the consumer market of Karachi, Pakistan. Primary data have been gathered with the help of quantitative five-point Likert scale questionnaire adapted from various past literature. The study has used Covariance-Based (CB) SEM model is used as data analysis method using SPSS-AMOS Version 22. The results showed that brand attachment, brand trust, and brand commitment have positive and statistically high impact on brand personality. Moreover, brand personality affects customer satisfaction positively and significantly. Also, customer satisfaction also showed statistically significant and positive influence on brand loyalty. Therefore, it has been evidently proven that brand attachment, brand trust and brand commitment were constructive determinants of brand personality, whereas, brand personality inclines customer satisfaction that eventually be translated into greater brand loyalty. It further revealed that among brand attachment, brand trust and brand commitment, brand personality was most influenced by brand trust, followed by brand commitment and least influenced by brand attachment. Hence, the companies can profoundly transform their marketing and brand management strategies accordingly for better outcomes. The study also provides some managerial and future research recommendations on the basis of results and findings.
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Paiva Neto, Aureo, Elaine Aparecida Lopes da Silva, Lissa Valéria Fernandes Ferreira, and José Felipe Ribeiro Araújo. "Discovering the sustainable hotel brand personality on TripAdvisor." Journal of Hospitality and Tourism Technology 11, no. 2 (June 6, 2020): 241–54. http://dx.doi.org/10.1108/jhtt-05-2019-0076.
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Purpose This paper aims to explore a hotel brand personality performance through electronic word-of-mouth. A complementary attribute is designed and tested in addition to the already existing five dimensions from the brand personality scale, denominated sustainability. Design/methodology/approach A sample of 16,175 reviews from the rating session of three hotel properties behind a brand was retrieved from TripAdvisor for a data mining procedure. A complementary list of associated words was considered in addition to the 42 personality traits of Aaker’s model, and a brief inventory was developed based on the 17 sustainable development goals (SDGs) to compose the sustainability dimension. Findings This study registered sincerity as the most representative dimension in its results, and ruggedness as the lowest. This is evidence that the latter is not suitable for representing a brand personality scale for hotels and could be replaced by sustainability. Research limitations/implications Despite the relevant findings, new surveys and tests are recommended to provide better support to the new proposed dimension. Practical implications This investigation enables hotel managers to work more effectively on their brand strategies based on sustainability-oriented brand personality, which could deliver economic, social and environmental benefits to the world by influencing consumption behavior in association with the SDGs. Originality/value This study differs from existing literature by attempting to fill a gap on the limitations of studies focused on linking brand personality to sustainability, and using data mining to reach this goal.
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Arora, Nilesh, Sanjeev Prashar, Sai Vijay Tata, and Chandan Parsad. "Measuring personality congruency effects on consumer brand intentions in celebrity-endorsed brands." Journal of Consumer Marketing 38, no. 3 (February 8, 2021): 251–61. http://dx.doi.org/10.1108/jcm-02-2020-3634.
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Purpose Brand managers frequently use well-known celebrities to position their brands and capture consumers’ attention to improve the brand’s market share. The attachment of a celebrity with a brand creates a human image for a brand and helps in personifying its image. The consumer perceives the brand as an individual and relates his personality, as well as the personality of the celebrity with that of the brand. It becomes pertinent for marketers to understand how brand-celebrity personality congruence and brand-consumer personality congruence affect the brand reputation, uniqueness and purchase intentions. Thus, the purpose of this study is to understand the relationship between the two personality congruence aspects – brand & celebrity personalities and brand & consumer personalities, and their impact on the reputation of the brand and its uniqueness. Further, the paper aims to examine the impact of the brand reputation and brand uniqueness on purchase intentions. Design/methodology/approach The present study uses Aaker’s five-factor personality scale to study the personality congruence effects on brand reputation, brand uniqueness and purchase intentions. The literature review was carried out to categorize factors related to celebrity personality, brand personality and consumer personality. The data for this study was collected through questionnaires from 1,235 respondents. In the first step, congruencies between celebrity, brand and consumer personality were determined. This was followed by a two-stage structural equation modelling for assessing the model fit and testing the hypotheses. Findings From the study results, it is observed that brand-celebrity congruency influences brand reputation and brand uniqueness. However, brand-consumer congruency had an effect only on brand reputation and not on brand uniqueness. Both brand reputation and uniqueness have favourable impact on consumers purchase intentions. Originality/value This study contributes to the existing literature on celebrity endorsement by extending the discussion with personality-based congruence. The research deciphered two aspects of identification, i.e. consumer-brand personality congruence and brand-celebrity congruence. The paper hypothesized the favourable association between brand personality and consumer personality congruence and brand uniqueness. However, it was observed that brand personality-consumer personality identification had an insignificant influence on brand uniqueness. This is contrary to the findings of some studies in the literature. Further investigation of this relationship in the future may add a new dimension to the identification context.
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Visentin, Marco, Mariachiara Colucci, and Gian Luca Marzocchi. "Brand Measurement Scales and Underlying Cognitive Dimensions." International Journal of Market Research 55, no. 1 (January 2013): 43–57. http://dx.doi.org/10.2501/ijmr-2013-006.
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The aim of this exploratory research is to compare a well-known scale, the Aaker brand personality scale, with an empirical scale based on individuals' relevant attributes, in order to analyse why they can lead to similar brand positioning maps. We provide empirical evidence of how a bias can overwrite the ability of a measurement scale to actually measure its underlying construct. In order to do so, we first find that the two sets of attributes – one derived from the brand personality scale, the other reflecting attributes obtained through a focus group – span common cognitive representations when translated into perceptual maps. We then prove that this outcome is caused by a bias stemming from a more holistic view of the brand, which forces the two cognitive structures towards a common perceptual representation. We conclude discussing the challenges for current theory implicit in our findings, and the implications for managerial practice.
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Cho, Sungho, and Joon-Ho Kang. "Psychometric comparability of brand personality scale: assessing brand personality matching between sports and corporate sponsors by using the congenerity test." International Journal of Sports Marketing and Sponsorship 13, no. 4 (July 2012): 53–70. http://dx.doi.org/10.1108/ijsms-13-04-2012-b006.
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Su, Na, and Dennis Reynolds. "Categorical differences of hotel brand personality." International Journal of Contemporary Hospitality Management 31, no. 4 (April 8, 2019): 1801–18. http://dx.doi.org/10.1108/ijchm-05-2018-0354.
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Purpose This study aims to differentiate the brand personality of four basic hotel categories (e.g. limited-service, selected-service, full-service and luxury hotels) to draw an overall landscape of the lodging industry on symbolic attributes. Design/methodology/approach An online survey was conducted to assess the brand personality of eight popular hotel brands competing in the US market (two brands for each price category) by using Aaker’s (1997) brand personality scale. The categorical difference in brand personality was compared at both of the dimensional and individual trait level. Findings This study draws a picture of brand personality for four prevailing hotel categories in the US market. It suggests exciting luxury hotels, sincere select-service hotels and rugged limited-service hotels, but no distinctive personality for full-service hotels. This study positions the pros and cons of each hotel category. For instance, it shows at the dimensional level, full-service hotels advance select-service hotels in excitement but fall behind in sincerity. At the individual trait level, full-service hotels strike customers as contemporary, up-to-date and good-looking, but disappoint customers on the features like honest and wholesome. Practical implications This study informs hotel brand companies and hotel investors with the pros and cons of each hotel category to assist them to improve their marketing or investment strategies. Originality/value Although brand personality has been often used to assess hotel brand’s difference, it has been rarely used to capture the categorical difference. This study adds new insights to hotel banding practice by comparing different categories on symbolic attributes.
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Wang, Jerred Junqi, James J. Zhang, Kevin K. Byon, Thomas A. Baker, and Zhenqiu Laura Lu. "Promoting Brand-Event Personality Fit as a Communication Strategy to Build Sponsors’ Brand Equity." International Journal of Sport Communication 9, no. 3 (September 2016): 294–320. http://dx.doi.org/10.1123/ijsc.2016-0016.
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Building on schema theory, the current study highlighted the role of brand-event personality fit (BEPF) in sport-event sponsorship communications and empirically examined its impact on sponsors’ consumer-based brand equity (CBBE) in the setting of American college football. Three studies were conducted to refine a sound measurement scale of BEPF and examine the structural relationships between BEPF and CBBE. Research findings confirmed the validity and reliability of the proposed BEPF measurement scale and revealed a series of positive relationships between crucial subdimensions of BEPF (i.e., responsibility fit, emotionality fit, and aggressiveness fit) and CBBE (i.e., brand awareness/association, perceived value, and brand loyalty). The findings offer brand managers specific references as to which aspects of BEPF should be prioritized in their promotional communications to build CBBE. Event marketers could also use the findings to communicate with corporations regarding potential or continued sponsorship agreements.
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Sattar Abulbaqi Al-Azzawi, Abdul. "BRAND PERSONALITY DIMENSIONS OF SPORTSWEAR -AN EMPIRICAL ANALYSIS IN BAHRAIN." Humanities & Social Sciences Reviews 8, no. 1 (January 11, 2020): 13–19. http://dx.doi.org/10.18510/hssr.2020.812.
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Purpose of the study: This Study helps consumers to differentiate between the products available in the same product category.
Methodology: The sample design which is used is Nike sportswear; the data were collected from 300 University of Bahrain students studying in Bahrain. In order to analyze the data, factor analysis and multiple regression techniques were applied.
Main Findings: The results indicated that four brand personality dimensions were extracted for the Nike sportswear brand named as Competence, Sincerity, Sophistication, and Excitement. The factors forming the brand personality of Nike were Logo, User Imagery and Advertisement Style.
Applications of this study: This study will enable the marketing practitioners to better understand the personality of Nike sportswear brand from the minds of consumers and better distinguish Nike brand from their competitors.
Novelty/Originality of this study: This study will benefit marketing practitioners to understand sportswear brands from the minds of consumers and distinguish their brand from the competitors based on brand personality dimensions, Aaker’s brand personality scale.
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Roudbari, Hamid, Alireza Elahi, and Hossein Akbari Yazdi. "The Relationship between Brand Club Personalities, Trust and Brand Loyalty in Fans of Persepolis FC." Review of European Studies 8, no. 3 (July 12, 2016): 187. http://dx.doi.org/10.5539/res.v8n3p187.
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<p>Fan loyalty is imperative for sports clubs. In fact, fans have more trust in their favorite team will remain loyal to the team. Team managers and sports clubs must win the trust of their fans. Club brand personality is one of the variables that can be used to enhance the trust of the fans. Due to this issue, in this study, the relationship between club brand personality, trust and loyalty of fans have been investigated. The population of this research consists of Persepolis FC fans and 384 persons were evaluated as the statistical sample. To collect the data, the brand personality questionnaire by Tsiotso (2012), the modified questionnaire by Chowdhury and Holbrook (2001), the attitudinal loyalty questionnaire by Gladden and Funk (2003) and the behavioral loyalty questionnaire by Fink et al. (2001) were used. Descriptive and inferential statistics (regression coefficient and Structural Equation Modeling) were used for statistical analysis. The results of structural equation modeling revealed that club brand personality influences on brand trust and it influences behavioral and attitudinal loyalty of the fans. The managers of Persepolis FC can use a brand trust to increase the loyalty of their fans and implement brand personality to gain their trust.</p>
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Ross, Stephen D. "Assessing the use of the brand personality scale in team sport." International Journal of Sport Management and Marketing 3, no. 1/2 (2008): 23. http://dx.doi.org/10.1504/ijsmm.2008.015959.
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Herbst, Uta, and Michael A. Merz. "The industrial brand personality scale: Building strong business-to-business brands." Industrial Marketing Management 40, no. 7 (October 2011): 1072–81. http://dx.doi.org/10.1016/j.indmarman.2011.09.003.
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Sripongpun, Kullanun, Nattanan Saksamrit, Watcharapong Intarawong, and Pattama Suriyakul Na Ayudhya. "Investigating University Characteristics on Personality Traits." GATR Global Journal of Business Social Sciences Review 9, no. 1 (March 3, 2021): 58–64. http://dx.doi.org/10.35609/gjbssr.2021.9.1(7).
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Objective - This study aims to extend the brand personality concept by applying this concept to the organization, i.e., the university. Methodology/Technique – A questionnaire was designed based on Aaker (1997)’s 5 dimensions of brand personality scale to collect the data. 400 Thai undergraduate students of Kasetsart University Chalermphrakiat Sakon Nakhon Province Campus participated in this study. Participants were first informed of the study description and instructed to think of a university as if it were a person and to rate on a five-point scale (1 = not at all descriptive, 5 = extremely descriptive). In the data analysis, descriptive statistics (mean and standard deviation) and exploratory factor analysis (EFA) were used. Finding – The results from the exploratory factor analysis (EFA) with a varimax rotation showed 5 factors of university personality. Factor 1 represents competence dimension having 10 items (successful, leader, technical, corporate, cool, hardworking, secure, spirited, confident and reliable). Factor 2 represents sophistication dimension which had 4 items (glamorous, good looking, smooth and upper class). Factor 3 represents ruggedness dimension which had 5 items (western, tough, masculine, rugged and outdoorsy). Factor 4 represents sincerity dimension which had 2 items (honest and sincere). The last factor was excitement dimension which had only 1 item, imaginative. Furthermore, according to student perspective, the majority of university personality dimensions of Kasetsart University Chalermphrakiat Sakon Nakhon Province Campus was ruggedness dimension. Novelty – Research examining the dimensions of organization personality is still scant. To fill the gap, the current study was conducted to demonstrate how the brand personality concept was applicable when the organization was viewed as a brand. Therefore, it is a preliminary step toward such direction to extend and apply the brand personality concept to a new different area. Type of Paper: Empirical. JEL Classification: M10, M19. Keywords: University Personality; University Characteristics; Personality Traits; Brand Personality Concept. Reference to this paper should be made as follows: Sripongpun, K; Saksamrit, N; Intarawong, W; Ayudhya, P.S.N. (2021). Investigating University Characteristics on Personality Traits, GATR Global J. Bus. Soc. Sci. Review, 9(1): 58 – 64. https://doi.org/10.35609/gjbssr.2021.9.1(7)
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Caruana, Albert, Pierre Berthon, Leyland F. Pitt, and J.-P. Berthon. "Psychometric Properties of the Brand Personality Scale: Evidence from a Business School." Psychological Reports 100, no. 3 (June 2007): 789–94. http://dx.doi.org/10.2466/pr0.100.3.789-794.
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The Brand Personality Scale has received considerable attention and has been frequently used and cited in the branding literature. This paper describes an investigation of the psychometric characteristics of the Brand Personality Scale in a business school context where umbrella branding is used. A sample ( N = 262) of students attending the MBA program of a major business school in eastern USA completed the scale. Results indicate problems with the scale's dimensionality, poor reliability, convergent and nomological validity of the Ruggedness dimension, and lack of support for discriminant validity. Managerial and research implications and limitations are noted.
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Zainudin, Muhamad Izzuddin, Faridah Haji Hasan, and Abdul Kadir Othman. "Halal brand personality and brand loyalty among millennial modest fashion consumers in Malaysia." Journal of Islamic Marketing 11, no. 6 (August 8, 2019): 1277–93. http://dx.doi.org/10.1108/jima-10-2018-0187.
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Purpose The growing competition in Malaysia’s modest fashion industry has proven to be the main challenge for the business to stay relevant in the market. Based on this reason, it is vital for marketers to create a differentiation in their brands to attract more customers. One of the ways to create this differentiation is by establishing brand personality. Brand personality does not only differentiate from one product to another but is also a common strategy used by marketers to create competitive advantage for their business. Although brand personality has been studied on various product brands, limited research has been done on Muslim products, especially modest fashion apparel. Because modest fashion is considered as Muslim products in Malaysia, this paper aims to examine the relationship between Halal brand personality and brand loyalty with the aim of providing a better understanding of the Islamic marketing concept. Design/methodology/approach Descriptive survey design was conducted to measure consumer behavior, attitude and perception within a specific period. A total of 400 respondents were identified for the study. Purposive sampling was chosen for this study because the respondents are expected to have same set of characteristics and perceptions toward the phenomena. Five-point Likert scale was used to assess consumers’ perception of the relationship between Halal brand personality and brand loyalty. Last but not least, SPSS software (Version 22.0) was used to analyze the data through multiple regression analysis. Findings The result indicated that only three out of five Halal brand personality dimensions have a significant relationship with brand loyalty. The three significant dimensions are excitement, sophistication and righteousness. It can be concluded that modest fashion brands need to include all of the three dimensions in their branding strategy. Research limitations/implications Two main limitations in this study is that it was conducted only in a stipulated period and it focused only on one generational cohort, which is millennial consumers. Practical implications This study provides new recommendations to the knowledge gap of brand personality introduced by Aaker (1997). It helps the marketers and researchers to understand the importance of emphasizing religious values in marketing Halal products to their consumers. This study further recognizes the relationship between Halal brand personality and brand loyalty, particularly with regard to millennial’s modest fashion consumption. Originality/value Brand personality has received levels of attention from academics and practitioners alike; however, there is a lack of research on Halal brand personality in marketing field, particularly on its relationship with brand loyalty. To the best of the authors’ knowledge, this study presents the first empirical test of the direct effect of Halal brand personality and how it drives millennial consumers’ brand loyalty.
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Coleman, Darren Andrew, Leslie de Chernatony, and George Christodoulides. "B2B service brand identity and brand performance." European Journal of Marketing 49, no. 7/8 (July 13, 2015): 1139–62. http://dx.doi.org/10.1108/ejm-03-2013-0154.
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Purpose – This paper aims to apply the business-to-business (B2B) Service Brand Identity (SBI) scale to empirically assess the influence of service brand identity on brand performance for the first time. Design/methodology/approach – Based on data collected from 421 senior marketing executives, this paper applies the B2B SBI and structural equation modeling to fulfill the above purpose. Findings – Brand personality and human resource initiatives have a positive and significant influence on brand performance. Corporate visual identity, in addition to an employee and client focus, has an insignificant impact on performance. Consistent communications have a negative and significant influence on brand performance. Research limitations/implications – Data were only collected from executives in the UK. This research would benefit from replicative studies. Practical implications – This research empirically establishes the brand management activities that drive brand performance. Originality/value – This is the first empirical study to assess the influence service brand identity has on brand performance.
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Kakitek, Agata. "Application of Aaker’s Brand Personality Scale on Human Brands in Surf Sports." Journal of Management and Business Administration. Central Europe 26, no. 4 (December 15, 2018): 11–31. http://dx.doi.org/10.7206/jmba.ce.2450-7814.240.
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Adomaitis, Alyssa Dana, and Diana Saiki. "Brand personality and sexuality levels of luxury advertisements." Journal of Fashion Marketing and Management: An International Journal 23, no. 4 (September 19, 2019): 572–86. http://dx.doi.org/10.1108/jfmm-01-2019-0004.
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Purpose The purpose of this paper is to determine the perceived personality of brands featuring different levels of sexuality in advertisements of luxury fashion brands. Design/methodology/approach To determine the identity of the company a “personality traits” scale by Geurens et al. (2015) was used with 25 brand personalities: conscientiousness/responsibility, extraversion/activity, emotional stability/emotionality, agreeableness/aggressiveness, and openness/simplicity. The final survey was then made available on Amazon Turk for two weeks. Each participant assessed one photograph at a level of sexuality given the gender they identified with the most. Findings There were 1,266 participants including 701 females and 565 females. Statistical analysis of the responses revealed that the degree of sexuality in the advertisements impacted brand perceptions. Among both genders, the greater degree of sexuality in the advertisement, the more the brand was considered less conscientious and responsible. The results also suggested that men and women view levels of sexuality differently. They varied most in the area of openness and simplicity, with men viewing advertisements of male models that had greater sexuality as simple. Men felt less sexuality was more emotional and romantic, while women viewed mid-level degree of sexuality in this manner. Originality/value Limited research has examined how level of sexuality influences perceived brand personality. The results contribute to theories pertaining to motivations to identify with a luxury fashion brand and provide strategies for luxury fashion brands to enhance their intended brand image.
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Nguyen, Bang, Yuksel Ekinci, Lyndon Simkin, and T. C. Melewar. "The Brand Likeability Scale: An Exploratory Study of Likeability in Firm-Level Brands." International Journal of Market Research 57, no. 5 (September 2015): 777–800. http://dx.doi.org/10.2501/ijmr-2015-063.
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We develop a new measurement scale to assess consumers' brand likeability in firm-level brands. We present brand likeability as a multidimensional construct. In the context of service experience purchases, we find that increased likeability in brands results in: (1) greater amount of positive association; (2) increased interaction interest; (3) more personified quality; and (4) increased brand contentment. The four-dimensional multiple-item scale demonstrates good psychometric properties, showing strong evidence of reliability as well as convergent, discriminant and nomological validity. Our findings reveal that brand likeability is positively associated with satisfaction and positive word of mouth. The scale extends existing branding research, providing brand managers with a metric so that likeability can be managed strategically. It addresses the need for firms to act more likeably in an interaction-dominated economy. Focusing on likeability acts as a differentiator and encourages likeable brand personality traits. We present theoretical implications and future research directions on the holistic brand likeability concept.
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Siswi, Ati Arifiah, and Wahyono Wahyono. "The Role of Customer Satisfaction in Increasing Customer Loyalty." Management Analysis Journal 9, no. 1 (March 24, 2020): 17–25. http://dx.doi.org/10.15294/maj.v9i1.34427.
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The purpose of this study is to determine the direct and indirect influence of brand personality, brand reputation and price fairness toward customer loyalty through customer satisfaction as an intervening variable. Customer satisfaction influence customers to make an loyal. The population in this research is customers Kukubima Energi. The total sample in this research is 115 respondents with purposive sampling technique through a likert scale. Methods of collecting data using questionnaires and documentation. Data analysis using classic assumption test and hypothesis test (t test and path analysis) with SPSS Statistics version 21 programs. Based on the hypothesis test, the results show that brand personality has a positive and significant effect on customer loyalty, price fairness has a positive and significant effect on customer loyalty, brand reputation does not has a positive and significant effect on customer loyalty, and customer satisfaction has a positive and significant effect customer satisfaction. Mediation test shows that positive emotion mediates the effect of brand personality, and price fairness on customer satisfaction.
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Kim, Jieun, and Kim K. Johnson. "Brand luxury index: a reconsideration and revision." Journal of Fashion Marketing and Management 19, no. 4 (September 14, 2015): 430–44. http://dx.doi.org/10.1108/jfmm-05-2015-0043.
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Purpose – The purpose of this paper is to improve the original Brand Luxury Index (BLI) developed by Vigneron and Johnson to provide a practical tool for assessing consumer’s perception of the luxurious of a brand. Design/methodology/approach – The original BLI was revised through three stages: an initial scale-item generation employing a qualitative method (i.e. focus group interviews), scale purification process using statistical techniques (i.e. exploratory factor analysis and confirmatory factor analysis (CFA)), and scale verification process using CFA. Data (249 for scale purification, 253 for scale validation) were collected with the help of E-rewards, a marketing research company. Findings – The modified BLI contains five dimensions (i.e. quality, extended-self, hedonism, accessibility, and tradition). The number of the dimensions remained the same as the original conceptualization (i.e. conspicuousness, uniqueness, quality, hedonism, extended-self), however, the contents of those dimensions differed. Practical implications – The modified BLI can be used to monitor and manage a prestige brand in the market place. Not only can marketers of prestige brands use the index to assess consumers’ perception of the luxuriousness of their brands but also to position their brand along the desired dimension of luxuriousness. Originality/value – The modified BLI can be used to measure marketing performance of luxury brands.
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Kovacic, Sanja, Tamara Jovanovic, and Bojana Dinic. "Development and validation of a new measure of travel destination personality." Psihologija 53, no. 1 (2020): 65–85. http://dx.doi.org/10.2298/psi190423016k.
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The main aim of this study was to develop a new scale for measuring travel destination personality ? the Destination Personality Scale (DPS). It was assumed that DPS will confirm the applicability of the five-factor structure of the original Brand Personality Scale (BPS) by Aaker (1997) when more appropriate adjectives for the description of travel destination personality are generated. Results confirmed the five-factor structure of DPS, with dimensions Excitement, Sincerity, Competence, Ruggedness, and Sophistication. The final version of DPS consists of 24 items and subscales showed good construct (convergent and discriminant) and criterion validity, as well as reliability.