Brand Personality Structures in the United States and Korea: Common and Culture‐Specific Factors

The symbolic meaning of commercial brands (often called brand personality) can represent the values and beliefs of a culture. When a set of global brands were rated on the same personality attributes in the United States and Korea, 6 common dimensions of brand personality and 2 factors unique to each culture were observed. The 2 culture‐specific factors in Korea (Passive Likeableness and Ascendancy) support our general hypothesis that Korean brand personality structure carries cultural meaning, reflecting the importance of Confucian values in Korea's social and economic systems. Although their cultural meaning is less clear, the 2 unique factors (White Collar and Androgyny) that emerged in the U.S. sample suggest changing cultural values associated with occupational status and gender roles.     

Consumers' perceptions of the dimensions of brand personality

Brand personality (human‐like characteristics of a brand) has been a popular topic in the marketing literature for over 50 years. However, there is a lack of consumer‐focused studies investigating what factors shape perceptions of brand personality. To address this gap, the purpose of the current study is to understand how consumers form their perceptions of the different dimensions of brand personality identified in Aaker's scale (sincerity, excitement, competence, sophistication and ruggedness), and what product or brand characteristics influence these perceptions. Sixty‐six interviews were conducted with graduate students, who were asked to discuss which brands reflected the specific dimensions of brand personality in Aaker's scale. As a result, we identify the kinds of brands consumers perceive as typical for each personality dimension, discover their common characteristics and explain the reasons why some brands are strongly associated with a particular dimension and some are not. Our findings indicate that specific brand personality dimensions are associated with particular product categories. However, brands mentioned as strong on respective personality dimensions share commonalities beyond just a product category. For instance, sincere brands share family‐related associations and high morals, exciting brands offer consumers the opportunity to experience exciting feelings and are related to special ‘exciting’ occasions, competent brands are mostly associated with expertise and quality, sophisticated brands are usually of feminine nature, whereas rugged brands are of masculine nature. Moreover, we find that brands which consumers perceive as lacking on a particular personality dimension also share common attributes. Copyright © 2011 John Wiley & Sons, Ltd.     

Symbolic Attributes and Organizational Attractiveness: The moderating effects of applicant personality

The present study examined the moderating influence of the Big Five personality factors in the relationship between five symbolic, trait‐based inferences about organizations (Sincerity, Excitement, Competence, Prestige, and Ruggedness) and organizational attractiveness. Drawing on the similarity‐attraction paradigm, six hypotheses were formulated, stating that the relationship between trait‐based inferences and organizational attractiveness would be stronger for persons who perceive the organization as similar to them. Results of moderated regression analyses on data from a sample of 245 prospective applicants for the Belgian military revealed two significant two‐way interactions, showing that Sincerity was positively related to organizational attractiveness only for individuals high on Conscientiousness, and that the relationship between Excitement and organizational attractiveness is more positive for individuals high on Openness to Experience. Practical implications, strengths and limitations, as well as directions for further research are presented.     

Exploring the Capacity of NEO PI‐R Facets to Predict Job Performance in Two French‐Canadian Samples

The capacity of personality facets to predict contextual performance (i.e., interpersonal facilitation and job dedication), task performance, and global performance was explored by means of two predictive validity field studies. In a preliminary way, Study 1 demonstrated that four personality facets – Self‐Consciousness, Excitement Seeking, Trust, and Competence – were related to at least one job performance dimension in a well‐structured occupation sample. Study 2 revealed that eight personality facets were linked to specific job performance dimensions in a professional occupation sample. Results indicate that a combination of facets is useful for predicting job performance.     

Brand personality,self‐congruity,and preference: A knowledge structures approach

Using the construct of brand personality to measure automobile and soft drink personalities, two studies represented self‐congruity by combining brands and the self‐image into Pathfinder associative networks (Schvaneveldt et al., 1989 ). Self‐congruity, the number of links between the self and each brand, was predictive of preference and ideal brand. Because brand personality and self‐image are knowledge structures, and facets of brand personality also describe the self, self‐congruity can be represented and measured in networks. This approach could be helpful to marketers studying how the self is related to each brand and how brands interrelate. Copyright © 2011 John Wiley & Sons, Ltd.     

On the Cross‐Cultural Replicability of the Resilient,Undercontrolled, and Overcontrolled Personality Types

Personality types reflect typical configurations of personality attributes within individuals. Over the last 20 years, researchers have identified a set of three replicable personality types: resilient (R), undercontrolled (U), and overcontrolled (O) types. In this study, we examined the cross‐cultural replicability of the RUO types in Italy, Poland, Spain, and the United States. Personality types were identified using cluster analyses of Big Five profiles in large samples of college students from Italy (n = 322), the United States (n = 499), Spain (n = 420), and Poland (n = 235). Prior to clustering the profiles, the measurement invariance of the Big Five measure across samples was tested. We found evidence for the RUO types in all four samples. The three‐cluster solution showed a better fit over alternative solutions and had a relatively high degree of cross‐cultural generalizability. The RUO types are evident in samples from four countries with distinct linguistic and cultural traditions. Results were discussed in light of the importance of considering how traits are organized within individuals for advancing contemporary personality psychology.     

How Brands Acquire Cultural Meaning

This article endeavors to advance research on the cultural resonance of brands by building bridges between branding scholarship in the consumer psychology tradition and interpretive research regarding brands and their meaning makers. We adopt a cognitivist conceptualization of cultural meaning and focus on the application of interpretive insights to well‐established constructs in the consumer psychology of brands: brand associations, product category associations, social identity, and self‐identity. This integrative exercise highlights the value of cultural models in explaining the processes whereby brands acquire meaning, and suggests several themes that are under‐valued when considering this process problem through a psychological lens: the motivational underpinnings of myths and other cultural meaning models, the relative value of shared cultural and brand meanings versus idiosyncratic meanings, the power and primacy of category‐level meaning making over brand‐level meaning making, the complex processes whereby brands gain and lose legitimacy, and the influence of lay theories about brands and branding on how consumers co‐create meaning for brands.     

国外品牌人格研究述评

品牌人格是指消费者所感知的品牌所体现出来的一套人格特征。根据国外文献中存在的品牌人格相关研究这条线索,介绍了品牌形象论及品牌形象维度论两个派系关于品牌人格的定义,基于人格类型论和人格特质论两个理论源泉回顾了品牌人格的维度构成,并分别从消费者视角及企业视角归纳分析了品牌人格的影响作用,最后从研究内容、研究方法及理论借鉴三个方面探讨了现有研究的不足,并展望了品牌人格的研究趋势。     

Genetic and Environmental Transmission of Political Orientations

This article reports results from the first twin study of adults in the United States that focuses exclusively and comprehensively on political traits. These data allow us to test whether a common set of genetic and environmental influences act upon a broad variety of values, personality traits, and political attitudes. In short, it allows us to empirically investigate whether there are a core set of predispositions that form the basis of our political orientations and, if so, whether these predispositions are shaped by the same environmental and innate forces. The key finding from our analysis is that there are core political predispositions that are rooted in common genetic and environmental influences and that these predispositions are empirically distinct from broader personality traits.     

Time to retire the concept of brand personality? Extending the critique and introducing a new framework

In consumer behaviour literature, there is a growing concern about the construct validity of brand personality. We extend this critique and introduce a new approach for the conceptualisation and measurement of human brand associations (HBA). A qualitative study of free associations to six brands in different categories and cultures reveals that brand personality traits, as defined in the literature, are practically non‐existent in real associative networks for brands. The responses are, however, in line with the new HBA framework. The findings suggest that consumer researchers should retire the concept of brand personality and use the new approach instead.     

Systems marketing: a new operating model for pharmaceutical marketing

This paper introduces a new model for marketing based on systems design. Adaptive tactical systems are featured as a novel commercial approach that enables ROI to be measured holistically, and serves as a comprehensive strategy for progressive integration, accommodating new marketing components, on‐demand technologies, and business ideas as they emerge and are added to the same containing whole. Initially applied to the pharmaceutical industry, the paper details the design and evolution of a brand module, a tactical system focused specifically on harvesting top‐line sales from primary care brands in a middle market of the United States. Copyright © 2005 John Wiley & Sons, Ltd.     

The psychological representation of corporate ‘personality’

As with any other object, people represent companies along a number of dimensions. But what are the key psychological dimensions that best describe companies, organizations, or brands? We apply research methods initially developed for studying attitudes, including attitudes to other people, to look at how the public represents corporate ‘personality’. The major dimensions that psychologically differentiate companies resemble human factors of personality and can be labelled Honesty, Prestige, Innovation, and Power. These dimensions are confirmed after a time gap of 1 year, also capturing specific changes in the rating of individual companies. The proposed methodology not only has substantial commercial value in helping companies understand and track their public perception, but scales of this type can potentially guide and manage the decision‐making of individuals or groups inside and outside rated organizations, thus influencing their organizational culture. Copyright © 2010 John Wiley & Sons, Ltd.     

The interplay of persuasion inference and flow experience in an entertaining food advergame

Increasingly, unhealthy food is being advertised through online games known as advergames. The advergame is designed for entertaining fun to promote the brand featured in the game. But what happens if the food advertised is healthy or the source of the game is non‐commercial? This study examines how people's entertainment (flow experience) interacts with their inference about the persuasion impact of food brands featured in an advergame, which vary according to their persuasion knowledge about the source (e.g., non‐commercial versus commercial) and the perceived persuasion effect on self (e.g., beneficial versus harmful). Results of an experiment show that flow is positively associated with persuasion effects of the advergame. Brand attitudes and purchase intentions were the most favorable for non‐commercial brands with perceived benefits (healthy food) followed by commercial brands (healthy food) and commercial brands with harmful effects (less healthy food). However, persuasion effects for purchase intention were mitigated when participants were immersed in a flow state. Ramifications for persuasion and health promotions are discussed. Copyright © 2016 John Wiley & Sons, Ltd.     

品牌个性与消费者自我概念的一致性及其对品牌忠诚的影响

品牌个性与消费者自概念的一致性是指消费者在进行品牌选择时,倾向于选择那些品牌个性与其自我概念一致的品牌。品牌个性与自我概念的一致性对消费者的品牌忠诚具有积极的影响。许多研究都证实了这一点。本文主要对品牌个性与消费者自我概念的一致性对品牌偏好的影响做了简要的概述,对并对其未来研究方向进行了展望。     

Personality‐relevant attribute‐nouns: a taxonomic study in the Italian language

The present study was based on psycholexical approach premises and explored the structure of a large set of personality attribute‐nouns in the Italian language. Content inspection (based on Big Five categories) and quantitative indices were used to interpret the attribute‐noun dimensions. Results showed (a) a stable three‐component solution which replicated the Big Three; (b) an unstable five‐factor solution which did not reproduce the Big Five; (c) an unstable six‐factor solution which represented deviations from the Big Five system, which have been found in most psycholexical studies conducted in the Italian language. The six lexical dimensions were interpreted as follows: Conscientiousness (replicating the III of the Big Five); Self‐Assurance (combining the Big Five I assertiveness and IV fearfulness subcategories); Sociability (defined by the Big Five I sociableness and I impulse expression subcategories); Placidity (combining the Big Five II peacefulness, II unassertiveness, and IV irritableness subcategories); Honesty and Humility (comprising the Big Five II modesty and II helpfulness subcategories plus integrity values); Cleverness and Sophistication (defined by the Big Five V subcategories). The conclusion was that personality word organisation in the Italian language reflects the psycholexical Big Three and Big Six, but not the Big Five. Copyright © 2005 John Wiley & Sons, Ltd.     

品牌印象研究述评

品牌印象是消费者基于对品牌信息的感知和体验而在头脑中留下的品牌部分或整体信息。品牌印象形成涉及到类别信息加工和个别化信息加工两方面,其认知加工模式还存在争议。品牌印象实证研究主要存在以品牌主观形象为核心的品牌印象研究和以品牌拟人化特征为焦点的品牌印象研究两条线路。在分析比较的基础上,我们认为无论是品牌形象研究线路还是品牌人格研究线路,探讨的都是品牌的客观特性在消费者头脑中留下的主观印象,其本质都是对消费者品牌印象的研究。品牌印象是品牌与消费者的关系基础。品牌建设的任务就是在深刻把握消费者品牌印象形成机制的基础上,通过调节和控制消费者对品牌的认知、联想、态度、信任和忠诚来积累品牌资产。     

Uncovering the links between brand choice and personal values among young British and Spanish girls

This paper presents empirical research which demonstrates how snacks brands can satisfy certain personal values for female 11–12 year‐old British and Spanish consumers. The qualitative research design uses a means‐end approach, based on a laddering technique, to uncover the links between brand choice and personal values. After reviewing the means‐end model and other relevant theory, the research methodology and design are presented in detail. The findings reveal significant scope for positioning snacks brands using the values of well being and fun and enjoyment (UK and Spain), while the value of friendship and belonging emerges as an extra dimension for the British respondents. Copyright © 2001 Henry Stewart Publications.     

Creating Brand Meaning: A Review and Research Agenda

In this paper I review, from the perspective of experimental research, studies that have examined how brands acquire cultural meaning, and suggest future research directions. McCracken's (Journal of Consumer Research, 13 , 1986 and 71) model of the meaning transfer process gained influence about thirty years ago, but experimental studies of the processes it posited have been limited in their scope. The review is organized around three questions. First, what should be the dependent variables: the types of meanings that can adhere to brands? Second, what have we learned from studies on the types of visual, sensory, and human cues that are the sources of particular types of brand meaning—our independent variables? Third, what do we know, and need to know, about the inferential and other processes through which consumers “take possession” of these brand meanings from these cues? The review concludes with a research agenda.     

Rethinking the Connections between Religion and Civic Life for Immigrants: The Case of the Chinese Diaspora

Through interviews with 33 Chinese American first- and second-generation immigrants, we ask how narratives that describe the link between religion and civic life differ among Buddhists, Christians, and nonreligious Chinese. All groups stress the tight institutional connections between religion and politics in the United States. For Chinese Christians, congregations provide opportunities to serve their fellow parishioners and the wider community, as well as political rhetoric to guide practices. Buddhists actively criticize a religious organizational approach to community service and the US connection between politics and religion, emphasizing the development of inherent ethical dimensions for motivating service to others. And the non-religious stressed the role of religious organizations in facilitating volunteering. There is also a difference between the responses of first- and second-generation immigrants, with first-generation immigrants having a more difficult time understanding the meaning of American community service. Results expand scholarship on the connection between religion and civic life.     

品牌人格研究述评

就像每个人都有独特的人格特征,使自己与别人不同一样,品牌也有自己的人格特征。近年来,市场竞争日趋激烈,出现了越来越多的品牌。同类产品的属性通常类似,这时,“身份”、“形象”或“品牌人格”就成为消费者区分产品的唯一因素。品牌人格概念越来越受到研究者的重视,但由于缺乏统一的概念和测量,研究受到了局限。本文总结了不同研究者提出的品牌人格概念,讨论了品牌人格测量方法和量表,并对今后的研究方向作了探讨。