scholarly journals Assessing brand personality associations of top-of-mind wine brands

2015 ◽  
Vol 27 (2) ◽  
pp. 125-142 ◽  
Author(s):  
Ana Brochado ◽  
Rui Vinhas da Silva ◽  
Peter LaPlaca
Keyword(s):  
Personality Traits ◽  
Multiple Correspondence Analysis ◽  
Brand Personality ◽  
Point Of View ◽  
Brand Awareness ◽  
Small Subset ◽  
Theoretical Point ◽  
Content Type ◽  
Brand Knowledge ◽  
Brand Personality Traits

Purpose – The purpose of this paper is to examine brand knowledge of wines produced in a selected Portuguese viticulture area. More specifically, we intend to understand how consumers organise brands that have the highest awareness in their memory in terms of perceived personality traits. Design/methodology/approach – A survey was developed to assess brand awareness of Portuguese green wine brands and brand personality using Aaker’s brand personality framework. Multiple correspondence analysis was used in this study to present the relative positioning of the top-of-mind green wine brands. Findings – Despite the large number of green wine brands available on the market, six brands dominate in terms of brand awareness. Top-of-mind green wine brands are marked with clear and distinctive brand personality, and a small subset of brand personality attributes serve as significant criteria for brand positioning. Practical implications – The results of the present study could be beneficial for academics and practitioners, as it reveals that the top-of-mind brands within a specific viticulture area could exhibit a clear positioning based on personality traits. Therefore, brand personality traits might provide a mechanism for wine managers to distinguish or differentiate their wines. Originality/value – This work contributes to the findings of previous studies held to study brand personality perceptions. From a theoretical point of view, this paper reflects the usage of one the most popular instruments for brand personality measurement in a wine market context.

Brand personality of fabric content: an application of the multidimensional implicit association test (md-IAT)

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Seung-Eun Lee
Keyword(s):  
Personality Traits ◽  
Implicit Association Test ◽  
Brand Personality ◽  
Association Test ◽  
Unique Contribution ◽  
Implicit Association ◽  
Convenience Sample ◽  
Personality Dimensions ◽  
Content Type ◽  
Brand Personality Traits

Purpose This study aims to explore whether fabric contents, specifically cotton and polyester, possess particular personality dimensions, as posited by Aaker (1997). The author examined both explicit (conscious, deliberate) and implicit (unconscious, automatic) perceptions of brand personality traits of cotton and polyester. Design/methodology/approach The convenience sample of this study included 51 students from different merchandising classes in a Midwestern university. Participants were first directed to the multidimensional implicit association test (md-IAT) and their implicit perceptions were measured for the content of the two fabrics (cotton and polyester) on five different personality attribute dimensions (sincerity, excitement, competence, sophistication and ruggedness). After the IAT, participants completed the post-IAT survey, including explicit measures of brand personality attributes of cotton and polyester. Findings The findings of this study show that fabric contents can be successfully described and differentiated by Aaker’s brand personality dimensions. Compared with polyester, the distinctive brand personality of cotton was the favorable association between cotton and sincerity. This association was significantly higher than all other personality dimensions in both consumers’ implicit and explicit perceptions. Neither cotton nor polyester was significantly associated with the exciting, competent and sophisticated personality dimensions. Originality/value A unique contribution of this study is that it examines implicit perceptions of the brand personality traits of cotton and polyester. The use of the md-IAT in this study allowed the assessment of consumers’ automatic associations with cotton and polyester of which they may not be aware.

The role of brand personality in the formation of consumer affect and self-brand connection

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Justin F. McManus ◽  
Sergio W. Carvalho ◽  
Valerie Trifts
Keyword(s):  
Personality Traits ◽  
Design Methodology ◽  
Brand Personality ◽  
Content Type ◽  
Mediation Analyses ◽  
Within Subjects ◽  
The Relationship ◽  
Different Levels ◽  
Brand Personality Traits

Purpose This study aims to explore the role of brand personality traits in explaining how different levels of brand favorability evoke affect from and forge connections to consumers. Design/methodology/approach The authors used a quantitative approach consisting of within-subjects (Study 1) and between-subjects (Study 2) experimental designs. Mediation analyses were tested using OLS regression with the MEMORE and PROCESS macros. Findings Findings suggest increases in brand excitement and sincerity to be related to differences in positive affect evoked by favorable and unfavorable brands; decreases in brand sincerity to be related to differences in negative affect between favorable and unfavorable brands (Study 1); brand competence and excitement to be related to the relationship between brand favorability and self-brand connection; and brand competence and excitement to best distinguish favorable brands from unfavorable brands (Study 2). Originality/value These results support the importance of brand personality traits that are considered to be universally positive and provide managers with an initial roadmap for which brand personality traits should be prioritized when communicating with consumers.

A brand-new world: brand-endorsers-users fit on social media

2019 ◽  
Vol 32 (4) ◽  
pp. 472-486 ◽  
Author(s):  
Maria Teresa Borges-Tiago ◽  
Flavio Tiago ◽  
José Manuel Veríssimo ◽  
Tiago Silva
Keyword(s):  
Social Networks ◽  
Personality Traits ◽  
Design Methodology ◽  
New World ◽  
Digital Communication ◽  
Brand Personality ◽  
User Generated Content ◽  
Content Type ◽  
Global Presence ◽  
Brand Personality Traits

Purpose The digital relationship between brand and users, and brand and endorsers has been analyzed from different angles. The purpose of this paper is to investigate how these three elements co-create online the brand personality of the firm, through user-generated content. Design/methodology/approach This study gathered data from the hotels’ websites, Facebook, Twitter and TripAdvisor accounts, examining the content posted by the hotel, by tourists and by the celebrity endorsing some of the hotels. To pursue the aims, the brand personality dimensions communicated online were assessed through content analysis for the global presence and for each social network by user typology to establish the alignment of brand personality traits communicated. Findings Digital communication was found to vary significantly between the hotels and tourists in different social networks. The amount of content created by tourists is significantly higher than the ones produced by the hotel. The sincerity dimension of brand personality was confirmed in both communications. However, tourists’ brand image impacts brand personality differently than the hotels themselves. Furthermore, an analysis of the influence of customers on social networks indicates that celebrity personality traits seem to impact on the image of a hotel brand. Originality/value This research can be used to help brand managers to understand better the digital co-branding with clients and celebrity, as well as to identify gaps in their brand personality strategy. It could also assist future researchers focusing on digital celebrity endorsement since few researchers have analyzed digital communication in different social networks.

Relationships between brand experiences, personality traits, prestige, relationship quality, and loyalty

2017 ◽  
Vol 29 (4) ◽  
pp. 1185-1202 ◽  
Author(s):  
Young Gin Choi ◽  
Chihyung “Michael” Ok ◽  
Sunghyup Sean Hyun
Keyword(s):  
Personality Traits ◽  
Relationship Quality ◽  
Brand Personality ◽  
Equation Modeling ◽  
Content Type ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Practical Implications ◽  
Brand Personality Traits ◽  
Brand Prestige

Purpose This study aims to investigate the effects of coffeehouse brand experiences and brand personality traits on brand prestige, and the effects of brand prestige on brand relationship quality and loyalty in the coffeehouse industry. Design/methodology/approach Validated measurements were identified from a literature review. The measurement model and the conceptual model depicting hypothesized relationships were evaluated based on responses from 309 coffeehouse customers using confirmatory factor analysis and a structural equation modeling, accordingly. Findings Brand experiences and brand personality traits had direct effects on brand prestige, which in turn influenced brand relationship quality and attitudinal loyalty. Brand relationship quality directly and indirectly influenced attitudinal and behavioral brand loyalty. Research limitations/implications The data were collected from coffeehouse customers in the USA; therefore, the results may not be generalizable to other regions or types of service industries. The results have important theoretical and practical implications for gaining a competitive advantage through brand experiences, brand personality traits and prestige. Practical implications To enhance the coffeehouse brand prestige, it is critical to enhance patrons’ experiential interactions by using sensory appealing equipment/tools, developing sentimental slogans, active/behavioral mascots and intellectual advertising. Furthermore, it is necessary for it to build and enhance its own brand personality characterized by sincerity, excitement, competence, sophistication and ruggedness. Originality/value This study is the first to empirically test the relationships between brand experiences, brand personality traits and prestige in the coffeehouse industry.

scholarly journals Clarifying the brand personality construct in Malaysia

2019 ◽  
Vol 36 (7) ◽  
pp. 869-884
Author(s):  
Mozard Mohtar ◽  
John M. Rudd ◽  
Heiner Evanschitzky
Keyword(s):  
Scale Development ◽  
Personality Traits ◽  
Psychometric Properties ◽  
Development Process ◽  
Brand Personality ◽  
Content Type ◽  
Klang Valley ◽  
Global And Local ◽  
Brand Personality Scale ◽  
Brand Personality Traits

Purpose This paper aims to investigate the variations in brand personality trait items to describe both global and local brands in Malaysia. Design/methodology/approach The authors adopted both factor analytic and experimental methods to investigate the internal and external validity of Malaysia brand personality (MBP) scale. They followed a stringent scale development process that ensures the scale conform to psychometric properties. Findings In seven studies, the results show that the 22-item four-factor Malaysian brand personality scale adheres to strong psychometric properties of scale development process. The findings further indicate that there are seven indigenous traits, while most traits emerge from factor analyses originate from studies of Aaker (1997) and colleagues (2001). This confirms universality of some brand personality traits and dimensions. Research limitations/implications Within the limits of the study, we did not examine the MBP facet level, and were confined to those respondents in Klang Valley only. Practical implications The MBP scale enables marketing managers in Malaysia to focus on brand personality dimensions that their customers can relate to. In other words, marketing communications can be more efficient when managers can identify brand personality traits that enhance customers’ behaviors and profitability. Originality/value Malaysia is a multicultural and multiethnic country which is increasingly becoming the focus of international brand expansion. The authors view that the development of the MBP scale is timely and should provide managers further insights into the brand personality structure that is relevant in Malaysia.

scholarly journals Collaboration between East and West: influence of consumer dialectical self on attitude towards co-brand personality traits

2020 ◽  
Vol 37 (6) ◽  
pp. 1155-1180
Author(s):  
Weisha Wang ◽  
Cheng-Hao Steve Chen ◽  
Bang Nguyen ◽  
Paurav Shukla
Keyword(s):  
Personality Traits ◽  
Brand Personality ◽  
Social Self ◽  
Content Type ◽  
Brand Evaluation ◽  
Brand Evaluations ◽  
Mediating Role ◽  
Dialectical Self ◽  
Brand Personality Traits

PurposeWith rising globalization, Western and Eastern brands are increasingly collaborating and co-branding. Drawing on the theory of dialectical self that captures the degree of cognitive tendency to tolerate conflicts, inconsistencies and ambiguities in self-concept, this paper investigates the effect of consumer dialectical self on co-branding that encompasses Western and East Asian cultural brand personality traits.Design/methodology/approachTwo studies were conducted using Chinese participants to examine the effects of the dialectical self on co-brand evaluation under single-and dual-personality conditions and to explore the mediating role of ideal social self-congruence and the moderating role of product type (high vs low conspicuous).FindingsThe findings suggest that counterintuitive to the received wisdom, the dialectical self negatively influences one's attitude towards a co-brand in the dual-personality condition only. Further, ideal social self-congruence mediates the relationship between the dialectical self and dual-personality co-brand evaluation in the high conspicuous product condition only.Practical implicationsImportant implications are offered to international marketing managers for managing the dialectical self that lead to positive co-brand evaluations. Moreover, managers should highlight ideal social self-congruence for co-branding success for particular product types.Originality/valueThis paper examines co-branding from a novel perspective of consumer dialectical self and shows the pivotal role it plays when brands carry varying cultural traits engage in co-branding. By identifying the role of the dialectical self and the important mediator and moderator, the paper fulfils an important gap in co-branding literature and offers key implications.

scholarly journals Difficulty in implementing continuous improvement – Rasch measurement analysis

2019 ◽  
Vol 25 (6) ◽  
pp. 1228-1250 ◽  
Author(s):  
Lidia Sanchez-Ruiz ◽  
Beatriz Blanco ◽  
Emma Diaz
Keyword(s):  
Continuous Improvement ◽  
Measurement Theory ◽  
Reliability And Validity ◽  
Rasch Measurement ◽  
Point Of View ◽  
Future Research ◽  
Theoretical Point ◽  
Content Type ◽  
Level Of Difficulty ◽  
New Perspective

Purpose The purpose of this paper is to define a general and common construct in order to measure the level of difficulty companies experience when they implement continuous improvement (CI). Additionally, a rank of barriers is obtained together with a rank of companies. Design/methodology/approach In order to achieve the objective, first, a literature review is carried out to specify the domain of the construct; second, a sample of items is selected; third a survey is carried out in companies that have already implemented CI initiatives, the results being thus limited to this population; fourth, measures are purified by analysing the reliability and validity of the measurements, and finally results are obtained. The Rasch measurement theory will be used to provide a new perspective on a mature research topic. Findings It can be concluded that a new valid construct has been defined together with a rank of CI barriers, being lack of time the main barrier. A rank of companies is also obtained which is a first step in the development of future research studies. Practical implications Managers are provided with a better understanding of the barriers that can obstruct CI implementation. Thus, the rank of CI barriers guides managers through the most common and important obstacles so that they will be able to plan better CI strategies. In addition, the rank of companies allows each company to undertake a benchmarking exercise. Originality/value This work proposes a new way of analysing the difficulty in implementing CI as a continuum, rather than as independent barriers. From a theoretical point of view, it defines a new construct and offers a rank of CI barriers together with a rank of companies based on their level of difficulty when implementing CI initiatives. This is something new, as previous studies were mainly focussed on the items side. From a practical point of view, this study offers the surveyed companies the opportunity to see how they are positioned with respect to the other companies. Moreover, this rank of companies is the foundation on which to develop further studies with a practical orientation in the future.

Generic medicine brand knowledge structure, relationships and purchase

2020 ◽  
Vol 14 (4) ◽  
pp. 493-512
Author(s):  
Helen Inseng Duh ◽  
Chuma Diniso
Keyword(s):  
Young Adults ◽  
South African ◽  
Knowledge Structure ◽  
Generic Medicine ◽  
Brand Awareness ◽  
Generic Medicines ◽  
Content Type ◽  
Brand Knowledge ◽  
Brand Satisfaction ◽  
Brand Knowledge Structure

Purpose Cheaper generic anti-retroviral medicines are encouraged and often prescribed in South Africa for HIV/AIDS treatment. However, the medicines’ acceptance rate is relatively low. This has been attributed to inadequate brand knowledge of the bioequivalence of generic medicines. Studies have examined how brand knowledge structure lead to purchase. The contributions of brand relationship builders (i.e. trust and satisfaction), which are indicators of sustainable purchase, are rarely considered. This study aims to adapt Esch, Langner, Schmitt and Geus’ (2006) brand knowledge structure and relationship model to examine the impact of South African young adults’ brand knowledge structure (brand awareness, brand image and brand beliefs) and trust on brand satisfaction and purchase. Design/methodology/approach Cross-sectional data was quantitatively collected from 207 young adults through self-administered, paper-based questionnaires. Data was analysed with structural equation modelling. Findings Brand awareness, image, trust and belief in efficacy positively influenced purchase. All these factors, except brand awareness, positively led to satisfaction. The tested adapted model explained 53.0 and 58.5% variances of purchase and brand satisfaction, respectively. Practical implications Considering how much brand knowledge structure and trust explained purchase and satisfaction from the tested model, South African government, pharmaceutical marketers and consumer interest groups should educate young adults about the bioequivalence, safety and efficacy of generic medicines. With greater knowledge of these qualities, satisfaction is gained from purchase decision. Originality/value Instead of the usual examination of demographic differences in generic medicine beliefs and perception, this study contributes by revealing brand-related drivers of purchase and satisfaction.

scholarly journals Brexit, the wine sector and organisational resilience: an exploratory study of Spanish Wineries

2020 ◽  
Vol 30 (3) ◽  
pp. 301-322
Author(s):  
Abel Duarte Alonso ◽  
Seng Kok ◽  
Seamus O'Brien
Keyword(s):  
International Business ◽  
Qualitative Content Analysis ◽  
Point Of View ◽  
Wine Industry ◽  
Theoretical Point ◽  
Niche Markets ◽  
Enabling Factors ◽  
Content Type ◽  
Wine Sector ◽  
Negative Perceptions

Purpose The purpose of this study is to examine the perceptions of winery owners/managers concerning the impacts of Brexit on the Spanish wine sector and propose a theoretical framework based on the extant organisational resilience literature to facilitate an understanding of this concept. The framework facilitates understanding of this concept through the perspective of winery operators. Design/methodology/approach Attendance at a large Spanish wine fair in 2017 allowed for brief face-to-face interviews with owners and export managers of 156 predominantly micro and small Spanish wineries. The data were analysed through qualitative content analysis. Findings Despite the general sense of uncertainty and negative perceptions regarding the outcomes of Brexit, the interviews revealed various forms of resilient responses, including ongoing efforts seeking to broaden the scope for exports into new, niche markets alongside more traditional ones. These findings have important implications for businesses engaged in international business, particularly in the wine industry, where the potential challenges resulting from a major political decision can exacerbate existing issues of competition. Originality/value From a practical perspective, this study examines an emerging issue with potential consequences for international business. From a theoretical point of view, the proposed framework provides a baseline to illuminate the understanding of the links and stages following turbulence within organisations. Notably, the activation of responses emphasises the importance of developing a resilient organisational culture, as well as developing internal and enabling factors and bundles of resources that help create firm capabilities.

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