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    Brand personality: Theory and dimensionality

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    Authors
    Davies, Gary
    Rojas-Mendez, Jose I.
    Whelan, Susan
    Mete, Melisa
    Loo, Theresa
    Affiliation
    University of Chester
    Publication Date
    2018-03-12
    
    Metadata
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    Abstract
    Purpose: To critique human personality as theory underpinning brand personality. To propose instead theory from human perception and, by doing so, to identify universally relevant dimensions. Design/Method: A review of published measures of brand personality, a re-analysis of two existing data bases and the analysis of one new database are used to argue and test for the dimensions derived from perception theory. Findings: Existing work on brand personality suggests 16 separate dimensions for the construct but some appear common to most measures. When non-orthogonal rotation is used to reanalyse existing trait data on brand personality, three dimensions derived from signalling and associated theory can emerge: Sincerity (e.g. warm, friendly, agreeable), Competence (e.g. competent, effective, efficient) and Status (e.g. prestigious, elegant, sophisticated). The first two are common to most measures, status is not. Research Implications: Three dimensions derived from signalling and associated theory are proposed as generic, relevant to all contexts and cultures. They can be supplemented by context relevant dimensions. Practical Implications: Measures of these three dimensions should be included in all measures of brand personality. Originality: Prior work on brand personality has focussed on identifying apparently new dimensions for the construct. While most work is not theoretically based, some have argued for the relevance of human personality. That model is challenged and an alternative approach to both theory and analysis is proposed and successfully tested. Keywords: Brand personality; signalling theory; stereotype content model; brand image.
    Citation
    Davies, G., Rojas-Mendez, J. I., Whelan, S., Mete, M., & Loo, T. (2018). The Dimensions of Brand Personality. Journal of Product and Brand Management, 27(2), 115-127. https://doi.org/10.1108/JPBM-06-2017-1499
    Publisher
    Emerald
    Journal
    Journal of Product and Brand Management
    URI
    http://hdl.handle.net/10034/620861
    DOI
    10.1108/JPBM-06-2017-1499
    Type
    Article
    Language
    en
    ISSN
    1061-0421
    ae974a485f413a2113503eed53cd6c53
    10.1108/JPBM-06-2017-1499
    Scopus Count
    Collections
    Chester Business School

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