1.1 Background of the study
Brand personality is one of the core dimensions of brand equity (Aaker, 1996). It is concerned with how people attach a â€œpseudoâ€ human personality to the brand itself, rather than to what the brand does (Keller, 1998). Brand personality has received considerable attention from marketing scholars, because the principal advantage of creating a brand personality is that it increases consumer preference and usage (Sirgy, 1982), and levels of trust and loyalty (Aaker, 1997). Moreover, researchers at Whirlpool Corporation pointed out that â€œbrand personalities are often the basis for a long-term relationship with the brandâ€ and suggest â€œwhat type of person the brand would be if it were human and what it would do and likeâ€ (Hawkins et al., 2001, p. 376). In this vein, prior research adopted the trait approach, in which brand personality was conceptualized as a set of multi-dimensional traits. In the most ...view middle of the document...
So, this research presents the first empirical test of the direct effect of brand personality and how it drives consumer behavior.
1.3 Objective of the study
The purpose of this paper, therefore, is to present empirical evidence of brand personality's effect on different performance outcomes using experimental research. This manuscript is organized as follows. First, we provide a selective review of the branding literature to provide the necessary support for this research. Next, we present a series of hypotheses regarding the relationship of brand personality to important product judgments and other brand-equity-related measures. We then conduct an empirical study to test what we term the â€œbrand personality effectâ€; that is, the impact that brand personality has on these variables. Finally, we conclude with a discussion of findings in terms of their implications for marketing theory and practice.
1.4 Significant of the study
This paper conceptually establishes brand personality and empirically demonstrates the brand personality effect on consumer-based outcomes. This finding strengthens the brand personality literature and establishes a baseline study for future empirical research. This study also suggests some recommendation about the effect that brand personality will have on a variety of consumer-driven outcomes. This paper can be used as a guide for marketers that are interested in measuring an effect that brand personality will have on a variety of consumer behavior.
Aaker, D.A. (1991), Managing Brand Equity: Capitalizing on the Value of a Brand Name, The Free Press, New York, NY
Aaker, J.L. (1997), "Dimensions of brand personality", Journal of Marketing Research, Vol. 34 No.3, pp.347-56.
Hawkins, D.I., Best, R.J., Coney, K.A. (2001), Consumer Behavior: Building Marketing Strategy, 8th ed., McGraw-Hill, New York, NY
Keller, K.L. (1993), "Conceptualizing, measuring, and managing customer-based brand equity", Journal of Marketing, Vol. 57 No.1, pp.1-22.
Keller, K. (1998), Strategic Brand Management: Building, Meaning, and Managing Brand Equity, Prentice-Hall, Upper Saddle River, NJ
Sirgy, J. (1982), "Self-concept in consumer behavior: a critical review", Journal of Consumer Research, Vol. 9 No.3, pp.287-300.