Browsing Chester Business School by Authors
Brand personality: Theory and dimensionalityDavies, Gary; Rojas-Mendez, Jose I.; Whelan, Susan; Mete, Melisa; Loo, Theresa; University of Chester (Emerald, 2018-03-12)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.
Explaining the mixed outcomes from hosting major sporting events in promoting tourismRojas-Mendez, Jose I.; Davies, Gary; Jamsawang, Jutatip; Sandoval Duque, José L.; Pipoli, Gina M.; Carleton University; University of Chester; University of Vienna; Universidad Cooperativa de Colombia; Universidad del Pacífico (Elsevier, 2019-04-15)We report on a study of the longitudinal effects of the 2014 World Cup on the host Brazil's overall image and for tourism intentions in three other countries (total sample = 207). Brazil's image declined significantly 2013–2014 on some but not all measures and improved amongst a significant minority. The mixed outcomes are explained by the moderating effects of respondent personality, their involvement in the event (rather than in the sport being hosted) and their perception of the news they had been exposed to. Those who held a relatively negative attitude towards Brazil before the event tended to be positively influenced by positive media, watching the closing ceremony and by searching for news about Brazil. Those relatively high in Openness to Experience were less likely to report a reduction in attitude. The net effect was an improvement in tourism intentions, mainly among those less likely to visit pre-event and a decline among most others.