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.

Assessing Anxiety with Extrinsic Simon Tasks

2006 ◽  
Vol 53 (2) ◽  
pp. 149-160 ◽  
Author(s):  
Stefan C. Schmukle ◽  
Boris Egloff
Keyword(s):  
Implicit Association Test ◽  
Convergent Validity ◽  
Simon Task ◽  
Association Test ◽  
Implicit Association ◽  
Personality Dimensions ◽  
Indirect Assessment ◽  
Indirect Measures

This article introduces two new indirect measures of anxiety that are based on the Extrinsic Affective Simon Task (EAST; De Houwer, 2003 ). The EAST differs from the more established Implicit Association Test (IAT; Greenwald, McGhee, & Schwartz, 1998 ) in that participants' responses to different trials within one block of trials are compared rather than performance between two different blocks of trials. Two studies led to the following results: (a) Both extrinsic Simon tasks for assessing anxiety showed only moderate internal consistencies, (b) one of the two tasks showed at least some convergent validity with an IAT for assessing anxiety, and (c) both tasks were dissociated from self-reported anxiety. Implications for future adaptations of the EAST for the indirect assessment of personality dimensions are discussed.

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.

scholarly journals The easy-money effect: credit card spending and hard-work reminders

2017 ◽  
Vol 34 (7) ◽  
pp. 541-551 ◽  
Author(s):  
King-Yin Wong ◽  
Michael Lynn
Keyword(s):  
Implicit Association Test ◽  
Credit Card ◽  
Design Methodology ◽  
Credit Cards ◽  
Association Test ◽  
Hard Work ◽  
Implicit Association ◽  
Consumer Spending ◽  
Content Type ◽  
Practical Implications

Purpose This research paper aims to examine the proposed easy-money effect of credit cards, which stimulates consumers to overspend. This paper shows how such an easy-money effect can be weakened. Design/methodology/approach In Study 1, an implicit association test was conducted with a sample of 169 participants to test the proposed credit card easy-money effect. In Study 2, experimental data were collected online from 365 participants to test the effectiveness of a hard-work reminder in weakening credit cards’ easy-money effect on consumer spending. Findings The proposed credit card easy-money effect exists, with spendthrift (ST) participants associating money with hard work less in the implicit association test after being presented with a credit card cue versus neutral cue. The results from Study 2 show that ST participants spent more on their dinner than tightwad participants when shown a credit card cue. However, this effect could be weakened when STs were also reminded of their hard work by a picture accompanied with words. Practical implications This paper suggests that credit cards’ spending-stimulating effect is due to consumers’ associations between credit cards and easy money. Based on this notion, this paper suggests conditions in which credit cards will stimulate more and less spending. Originality/value This is the first research attempt to examine the credit cards’ easy-money effect and the effectiveness of reminding consumers of their hard work to mitigate credit cards’ long-established spending-stimulating effect.

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.

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 Exploring the personality of sportswear brands

2014 ◽  
Vol 4 (2) ◽  
pp. 178-192 ◽  
Author(s):  
Xiao Tong ◽  
Jin Su
Keyword(s):  
College Students ◽  
Personality Traits ◽  
Design Methodology ◽  
Brand Personality ◽  
Innovation Activity ◽  
Personality Dimensions ◽  
Content Type ◽  
Reliable Scale

Purpose – The purpose of this paper is to identify the personalities that are associated with sportswear brands and tests the applicability of Aaker's brand personality framework in the context of sportswear brands. Design/methodology/approach – This study employed Aaker's brand personality framework to empirically investigate the personality of sportswear brands based on data collected from 420 college students. Findings – Results revealed that consumers perceive seven distinct personality dimensions and 53 personality traits in sportswear brands: Competence, Attractiveness, Sincerity, Innovation, Activity, Excitement, and Ruggedness. Originality/value – This research developed a valid and reliable scale that measures personality for sportswear products and confirms that consumers do associate particular brand personality dimensions with sportswear brands. The findings would help managers in the sportswear market better understand the image of their brand in the minds of consumers and better distinguish their brand from competing brands.

Sign in / Sign up

Export Citation Format

Share Document