Development of a Brand Personality Scale and Application to Two Supermarket Brands (original) (raw)
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Congruence between consumer, brand and store personality in luxury sector: the results of an international research Congruence between consumer, brand and store personality in luxury sector: the results of an international research ABSTRACT Objectives. The paper analyses the phenomena of congruence between consumer, brand and store personality and its effect on attachment to brands in luxury sector at an international level. Methodology. From a theoretical point of view, human personality, brand personality and store personality research streams are considered. The paper takes into account relevant theoretical contributions developed on congruence between consumer, brand and store personality. Then the attachment construct is considered. From an empirical point of view, the paper presents the results of a quantitative primary research run on a sample young people "luxury experienced" from Western Europe (France, Germany, Italy, UK). The empirical research considers specifically 6 luxury brands. Results and conclusions: This paper presents the validation of the personality congruence measurement scale proposed by the authors; furthermore the research highlights the existence of a correlation between personality congruence and brand attachment discovering at the same time specific country peculiarities.
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This journal is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC-BY-NC). Articles can be read and shared for noncommercial purposes under the following conditions: BY: Attribution must be given to the original source (Attribution) NC: Works may not be used for commercial purposes (Noncommercial) This license lets others remix, tweak, and build upon your work non-commercially, and although their new works must also acknowledge you and be non-commercial, they don't have to license their derivative works on the same terms.
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Objectives. The paper analyses the phenomena of congruence between consumer, brand and store personality and its effect on attachment to brands in luxury sector at an international level. Methodology. From a theoretical point of view, human personality, brand personality and store personality research streams are considered. The paper takes into account relevant theoretical contributions developed on congruence between consumer, brand and store personality. Then the attachment construct is considered. From an empirical point of view, the paper presents the results of a quantitative primary research run on a sample young people "luxury experienced" from Western Europe (France, Germany, Italy, UK). The empirical research considers specifically 6 luxury brands. Results and conclusions: This paper presents the validation of the personality congruence measurement scale proposed by the authors; furthermore the research highlights the existence of a correlation between personalit...
roceedings of the XII Convibra International Conference – Business, online edition, Brasil
The brand personality is a very popular area of research in marketing. Consumers perceive brands as if they were living beings. They assign to brands positive and negative personal traits, demographic characteristics, physical characteristics and cognitive skills. The personality of the brand is a very important means of differentiation, which is the most difficult to copy. Although this topic has been popular in in theoretical marketing research for a long time, little has been done to implement brand personality measuring tool in practice. The author dealt with the methodological shortcomings of a large number of brand personality studies and presented an extended model of "brand as a person," which, in addition to personality traits includes other determinants of the brand as a person, in order to enhance the practical use of this measuring tool. The author has conducted her own research of the extended personality profile of brands of mobile operators in Serbia (telecommunications sector), including two international companies and one domestic company, in order to determine the diagnostic and predictive value of extended brand personality measuring tool. By determining a broader profile of the " brand as a person" (current or desired), we can clearly perceive: if the diversity of the brand compared to other similar brands is sufficient, where we made the mistakes, and how we can focus brand positioning in the future, using a variety of marketing tools.
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La fidélité à l'enseigne est un sujet important pour les distributeurs, car cela permet d'appréhender l'attachement des consommateurs aux distributeurs. La mesure d'un tel critère n'est cependant pas unidimensionnelle. Après un survol rapide de la littérature marketing traitant des indices de la fidélité à l'enseigne, nous calculons plusieurs indices en utilisant des données d'achats de panel sur 9 000 ménages, couplées avec des données sur les enseignes afin de contrôler l'importance d'accès aux enseignes pour chaque ménage. Nous montrons que la fidélité à l'enseigne, calculée sur la base de plus de 250 produits, diffère grandement d'un groupe à l'autre. De plus, l'augmentation de la part de marché d'une enseigne pour un ménage ne signifie pas nécessairement qu'il devient fortement fidèle à cette enseigne. Nous mettons également à jour une relation non-linéaire entre la fidélité à l'enseigne et la propension du ménage ...
Journal of International Food & Agribusiness Marketing, 2019
Consumers' personality can influence choice behavior. Considering disparities between food store brand market shares across countries, we investigate the impact of personality on food store brand decision making. We carried out two non-hypothetical choice experiments for milk, ice-cream, and cereal, one in France and one in Germany for a total of N ¼ 505 participants. Results show that in France neurotic and in Germany conscientious consumers purchase significantly less store brands for the food items in question. This study contributes to the literature by providing evidence that both, personality and country-effects, influence consumer food choice behavior and serve as a motivating factor for multi-category purchases of grocery store brands.
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