Brand management in higher education: The University Brand Personality Scale

Rauschnabel, Philipp A.; Krey, Nina; Babin, Barry J.; Ivens, Björn Sven

doi:10.1016/j.jbusres.2016.01.023

Cited by 165 publications

(153 citation statements)

References 68 publications

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“…Earlier we noted a similar finding in the work of Rauschnabel et al (2016). Each of the three dimensions is then capable of making a useful and independent contribution to an understanding of relevant outcomes.…”

Section: Sinceritysupporting

confidence: 79%

Brand personality: theory and dimensionality

Davies

Rojas‐Méndez

Whelan

et al. 2018

JPBM

105

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Structured AbstractPurpose: 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 re-analyse 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.

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Section: Sinceritysupporting

confidence: 79%

Brand personality: theory and dimensionality

Davies

Rojas‐Méndez

Whelan

et al. 2018

JPBM

105

View full text Add to dashboard Cite

show abstract

“…We e‐mailed the informants a questionnaire with a table that listed 83 statements and asked them to rate the relevance of each item from a personal and/or professional view on a 7‐point scale (1 = not relevant , 7 = very relevant ) and to comment on items when necessary. This procedure is common in scale development research (e.g., Rauschnabel, Krey, Babin, & Ivens, ) to achieve both quantitative ratings and qualitative feedback on a large set of items. For each item, we calculated an average rating and assessed informants’ comments (if any).…”

Section: Study 3: Item Validation and Reductionmentioning

confidence: 99%

What motivates users to hashtag on social media?

Rauschnabel

Sheldon

Herzfeldt

2019

Psychology and Marketing

Self Cite

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Hashtags (i.e., the # symbol) are gaining increased popularity among social media users. However, despite their intense use, little is known about their meanings. Only a few published studies have investigated fragmented aspects of hashtags and treated them as a functional means to structure content. In this study, we provide evidence that hashtags’ meanings go beyond structuring or spreading content and represent an integral element of contemporary communication via social media. In particular, this study presents a series of six empirical studies, following traditions in grounded theory and measurement theory research, to systematically assess motivations for using hashtags. The results uncover the existence of 10 different motivations for use (amusing, organizing, designing, conforming, trendgaging, bonding, inspiring, reaching, summarizing, and endorsing). In addition, we show how these motivations differ between platforms and also relate to different patterns of social media behavior. The results contribute to a better academic understanding of social media, provide managers with profound insights and can guide marketing tactics with hashtags.

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“…Brand anthropomorphization concerns the attribution of human characteristics to brands (Puzakova, Kwak, & Rocereto, ), which helps consumers in the process of expressing themselves through consumption. Therefore, brand‐as‐a‐person is a metaphor that improves the understanding of how humans relate to brands, of how they develop human‐related feelings like love to a brand (Carroll & Ahuvia, ; Rauschnabel, Krey, Babin, & Ivens, ).…”

Section: Introductionmentioning

confidence: 99%

Functional brand qualities and perceived value: The mediating role of brand experience and brand personality

Coelho

Bairrada

Coelho

2019

Psychology and Marketing

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Brand experience and brand personality have become two important theoretical constructs in the branding literature. However, research on the antecedents of these two constructs has been focused on intangible brand characteristics and qualities, underestimating the role of functional features. This study aims to overcome this gap by postulating that two key functional brand qualities, quality and innovativeness, help shape brand experience and personality, which, we ultimately predict, contribute to perceived value. Investments in quality and innovation have grown substantially, but how they materialize in benefits for customers and firms remains unclear. Accordingly, this study provides insights into how firms can engender the characteristics of their offer to build brands that are perceived by consumers as generating a valued brand experience and personality. The results from two samples provide broad support to the proposed model. Both brand quality and innovativeness contribute to brand experience and personality. Moreover, we observe that both brand experience and personality relate to perceived value. Finally, we also determined that brand personality and experience partially mediate the relationship between brand innovativeness and quality and perceived value. Hence, these results provide relevant implications for both theory and the practice of brand management.

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Brand management in higher education: The University Brand Personality Scale

Cited by 165 publications

References 68 publications

Brand personality: theory and dimensionality

Brand personality: theory and dimensionality

What motivates users to hashtag on social media?

Functional brand qualities and perceived value: The mediating role of brand experience and brand personality

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