Marketing function and form: How functionalist and experiential architectures affect corporate brand personality

Raffelt, Ursula; Schmitt, Bernd H.; Meyer, Anton

doi:10.1016/j.ijresmar.2013.02.002

Cited by 18 publications

(14 citation statements)

References 32 publications

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“…In line with Raffelt et al (2013) we relied on the operationalization of brand personality by Aaker (1997) who stated that brand personality comprises several dimensions, including sincerity, excitement, competence, sophistication and ruggedness. This scale included 15 brand personality items that represented the five brand personality dimensions: 'down-to-earth', 'honest', 'wholesome' and 'cheerful' (for sincerity); 'daring', 'spirited', 'imaginative' and 'up-todate' (for excitement); 'reliable', 'intelligent' and 'successful' (for competence); 'upperclass' and 'charming' (for sophistication); and 'outdoorsy' and 'tough' (for ruggedness).…”

Section: Methodsmentioning

confidence: 99%

Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships

Ramaseshan

Stein²

2014

J Brand Manag

221

161

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This article critically examines consumer-brand relationships from the perspective of interpersonal relationship theory. Specifically, the authors investigate the relationship between brand experience and the two components of brand loyalty, namely purchase brand loyalty and attitudinal brand loyalty. The study also examines the link between brand experience and brand relationship variables, brand trust, brand attachment and brand commitment. In addition, the mediating role of brand personality and brand commitment in the relationship between brand experience and brand loyalty is investigated. Drawing on the results of an empirical cross-brand study from three product categories, the authors demonstrate that brand experience, brand personality and brand relationship variables (brand attachment and brand commitment) all affect the degree to which a consumer is loyal to a brand. On the basis of the findings, the authors offer guidelines to managers on how to build and sustain purchase and attitudinal brand loyalty by enhancing brand experience. The theoretical and managerial significance of the findings together with directions for future research are discussed.

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Section: Methodsmentioning

confidence: 99%

Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships

Ramaseshan

Stein²

2014

J Brand Manag

221

161

View full text Add to dashboard Cite

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“…Another attribute which is associated with hybrid products is that of strategic benefits which firms receive. It provides them an opportunity and ability to combine, alter, emphasize and downplay the source of country (brand), which depends upon the perception of consumer of that country (Raffelt, Schmitt, & Meyer, 2013). Hybrid products and its implications further elaborated the concept of COO; it means that it's not only one dimensional concept.…”

Section: Hybrid Productsmentioning

confidence: 99%

Consumers’ Willingness to Buy Foreign Products: Effects of Consumer Animosity and Ethnocentrism

Khan

Ahmad

et al. 2018

SJMS

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Animosity can be a vital force to decide whether to buy a foreign product or not. The aim of this study is to examine the effects of animosity of Chinese consumer's willingness to buy Japanese products in general. Previous research is replete with evidences that Chinese have a special grudge against Japanese, after World War II. Previous studies in this regard were conducted in one or few cities of China, this research aimed to collect data from multiple cities, in order to generalize the concept. This study also highlighted a new construct i.e. perceived quality. What will happen if a Chinese consumer has to decide between animosity and better quality of Japanese product? A sample of 435 was collected in the Chinese city of Nanjing. Findings of the study revealed that Chinese still have high level of animosity towards Japanese products. And even at times, products with high quality are being ignored because of its Japanese background. Most important and consistent to current literature, results showed that, consumer animosity as a higher order construct which is indicated by economic animosity and war animosity. Those parts of China where we found an extreme animosity, ethnocentrism couldn't play a significant role to affect the other constructs in the animosity model.

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“…The importance and incremental value of Honesty-Humility dimension is well demonstrated in human personality literature (Ashton & Lee, 2001;Ashton et al, 2004;Ashton & Lee, 2007). The marketing research literature also recognizes the importance of Honesty-Humility dimension, on the one side as an aspect of brand personality (see Aaker, 1997, Aaker, 1999Aaker et al, 2001;Raffelt et al, 2013), and on the other as an independent factor that influences consumers' brand-related behavior. Namely, Aakers' approach highlights the Sincerity dimension, which is important factor of mutual understanding between consumer and the brand (Aaker, Fournier, & Brasel, 2004).…”

Section: General Discussion and Implicationsmentioning

confidence: 92%

“…Namely, Aaker's Sincerity dimension (down-to-earth, honest, wholesome, and cheerful) to some extent resembles Honesty-Humility trait. Additionally, Raffelt, Schmitt, and Meyer (2013), by applying Aaker's methodology, extracted the factor that reflected honesty and sincerity, which they named Naturalness. Moreover, in marketing literature honesty and reliability of a brand is often considered as an essential aspect of brand trust (Agustin & Singh, 2005;Bruhn, Schnebelen, & Schäfer, 2014;Chaudhuri & Holbrook, 2001;Lee & Jeong, 2014, Wang & Emurian, 2005.…”

Section: The Aim Of the Present Studymentioning

confidence: 99%

A six-factor model of brand personality and its predictive validity

2017

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The study examines applicability and usefulness of HEXACO-based model in the description of brand personality. Following contemporary theoretical developments in human personality research, Study 1 explored the latent personality structure of 120 brands using descriptors of six personality traits as defined in HEXACO model: Honesty-Humility, Emotionality, Extraversion, Agreeableness, Conscientiousness, and Openness. The results of exploratory factor analyses have supported HEXACO personality six-factor structure to a large extent. In Study 2 we addressed the question of predictive validity of HEXACO-based brand personality. Brand personality traits, but predominantly Honesty-Humility, accounted for substantial amount of variance in prediction of important aspects of consumer-brand relationship: attitude toward brand, perceived quality of a brand, and brand loyalty. The implications of applying HEXACO-based brand personality in marketing research are discussed.

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Marketing function and form: How functionalist and experiential architectures affect corporate brand personality

Cited by 18 publications

References 32 publications

Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships

Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships

Consumers’ Willingness to Buy Foreign Products: Effects of Consumer Animosity and Ethnocentrism

A six-factor model of brand personality and its predictive validity

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