Hubungan Antara Personaliti Jenama dan Keinginan Untuk Membeli Produk Berjenama Mewah Tiruan dalam Kalangan Pelajar Universiti

This study aimed to examine the relationship between the brand personality and the intention to buy counterfeit luxury branded products among University ‘X’ students. Researchers have used the Brand Personality Scale introduced by Aaker (1997) to measure brand personality. Meanwhile, the Attitude Survey, Buy Genuine Luxury Fashion Products or Counterfeits introduced by Yoo and Lee (2009) was used to measure the buying intention of counterfeit luxury branded products. This study involved 118 respondents from University ‘X’ students. The data collected was analyzed using Statistical Package for Social Science (SPSS) version 20. The findings showed that there is no significant relationship between the brand personality and the intention to buy counterfiet luxury branded products among University ‘X’ students.

BELI ATAU TIDAK? PERAN ELECTRONIC WORD OF MOUTH (eWOM) DAN KEPRIBADIAN MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA MEREK KOSMETIK LOKAL

Penelitian yang membahas tentang kepribadian merek dan fenomena electronic word of mouth masih sangat menarik untuk ditelaah. Studi ini meneliti peran electronic word of mouth dan kepribadian merek terhadap keputusan pembelian khususnya dalam konteks pembelian produk kosmetik merek lokal. Partisipan dalam penelitian ini terdiri dari 439 perempuan berusia 20-34 tahun yang minimum telah membeli produk kosmetik merek lokal (Make Over) sebanyak satu kali. Untuk mengukur electronic word of mouth digunakan alat ukur electronic word of mouth scale, sementara kepribadian merek diukur dengan brand personality scale, dan keputusan pembelian diukur dengan alat ukur keputusan pembelian. Hasil penelitian menunjukkan variabel kepribadian merek dan electronic word of mouth baik berdiri sendiri ataupun secara bersama-sama mempunyai peran yang sangat kuat memprediksi keputusan pembelian pada merek kosmetik lokal. Hal ini menggambarkan pentingnya merek kosmetik lokal membangun kepribadian merek yang kuat dan menggunakan pesan viral dari mulut ke mulut pada media digital untuk mempengaruhi keputusan pembelian pada konsumennya.

Discovering the sustainable hotel brand personality on TripAdvisor

Purpose This paper aims to explore a hotel brand personality performance through electronic word-of-mouth. A complementary attribute is designed and tested in addition to the already existing five dimensions from the brand personality scale, denominated sustainability. Design/methodology/approach A sample of 16,175 reviews from the rating session of three hotel properties behind a brand was retrieved from TripAdvisor for a data mining procedure. A complementary list of associated words was considered in addition to the 42 personality traits of Aaker’s model, and a brief inventory was developed based on the 17 sustainable development goals (SDGs) to compose the sustainability dimension. Findings This study registered sincerity as the most representative dimension in its results, and ruggedness as the lowest. This is evidence that the latter is not suitable for representing a brand personality scale for hotels and could be replaced by sustainability. Research limitations/implications Despite the relevant findings, new surveys and tests are recommended to provide better support to the new proposed dimension. Practical implications This investigation enables hotel managers to work more effectively on their brand strategies based on sustainability-oriented brand personality, which could deliver economic, social and environmental benefits to the world by influencing consumption behavior in association with the SDGs. Originality/value This study differs from existing literature by attempting to fill a gap on the limitations of studies focused on linking brand personality to sustainability, and using data mining to reach this goal.

BRAND PERSONALITY DIMENSIONS OF SPORTSWEAR -AN EMPIRICAL ANALYSIS IN BAHRAIN

Purpose of the study: This Study helps consumers to differentiate between the products available in the same product category. Methodology: The sample design which is used is Nike sportswear; the data were collected from 300 University of Bahrain students studying in Bahrain. In order to analyze the data, factor analysis and multiple regression techniques were applied. Main Findings: The results indicated that four brand personality dimensions were extracted for the Nike sportswear brand named as Competence, Sincerity, Sophistication, and Excitement. The factors forming the brand personality of Nike were Logo, User Imagery and Advertisement Style. Applications of this study: This study will enable the marketing practitioners to better understand the personality of Nike sportswear brand from the minds of consumers and better distinguish Nike brand from their competitors. Novelty/Originality of this study: This study will benefit marketing practitioners to understand sportswear brands from the minds of consumers and distinguish their brand from the competitors based on brand personality dimensions, Aaker’s brand personality scale.

Development and validation of a new measure of travel destination personality

The main aim of this study was to develop a new scale for measuring travel destination personality ? the Destination Personality Scale (DPS). It was assumed that DPS will confirm the applicability of the five-factor structure of the original Brand Personality Scale (BPS) by Aaker (1997) when more appropriate adjectives for the description of travel destination personality are generated. Results confirmed the five-factor structure of DPS, with dimensions Excitement, Sincerity, Competence, Ruggedness, and Sophistication. The final version of DPS consists of 24 items and subscales showed good construct (convergent and discriminant) and criterion validity, as well as reliability.

Clarifying the brand personality construct in Malaysia

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.

The brand personality of professional football teams

Purpose The purpose of this paper is to test the psychometric properties of the Team Brand Personality Scale by Blank et al. (2013, 2018) in the context of the professional football clubs in Greece, based on the perceptions of fans for their own team and the rival team. The brand personality team scores of the fans are also used to create a league map presenting the brand personality of the different teams of the Greek football Super League. Design/methodology/approach Following a quantitative research design, 724 Greek football fans completed an electronic questionnaire assessing demographics, brand personality, team identification, sport involvement, attitudinal loyalty and game attractiveness. Findings The results partially confirmed the psychometric properties of the brand personality scale and suggested that the notion of brand personality influences positively the attitudinal loyalty and game attractiveness of the fans. Based on the results, the personality structure for the football league was also created and discussed. Research limitations/implications This study was set to focus only on the brand personality perceptions of the highly identified fans of football teams, known in the literature as realized brand personality. However, a thorough understanding of the particular concept requires also the perspective of sport marketers who may perceive the brand personality in a different manner (i.e. intended brand personality), so as to build a holistic picture of brand personality of football teams. Practical implications This research confirms that football teams have already projected a unique personality among their highly identified fans which can be used by marketing practitioners while designing integrated communication strategies. Originality/value This paper contributes to the broad brand personality literature by replicating Blank’s et al.’s sport team personality scale to the Greek context and the league level, involving both supporting fans and rivals.

Brand Personality Scale: is It Applicable for a Small Emerging Country?

In Lithuania, a small emerging country, up to now the J.Aaker brand personality scale has been used without a proper validation. Previous researchers have made conclusions that the J.Aaker brand personality scale is both culture- and country-sensitive. Moreover, some studies show that not all dimensions might be suitable for measuring brand personality in a specific country or cross-cultural studies. Therefore, this paper aims to adapt and validate the scale proposed by J. Aaker in a context of a small emerging country. The scale validation takes place in several stages: starting with a qualitative study, involving experts, and finishing with an extensive quantitative study in three product categories. The research has revealed that in the Lithuanian context, the brand personality scale is composed of three dimensions, such as Sincerity, Modernity-Excitement and Competence. The scale, valid for a small emerging country, consists of 13 instead of 42 traits.