'This brand's for you': A conceptualization and investigation of brand personality as a process with implications for brand management.

摘要

Previous research suggests that consumers view brands as having a set of human characteristics. The aim of this dissertation is to investigate brand personality as a process. Specifically, this research explores whether the brand personality antecedents are linked with a brand's personality characteristics. And, if so, do these brand personality characteristics affect consumer attitudes and behaviors? These relationships are illustrated and examined in a model of brand personality. Because brands are consumed by different people in different situations, individual and situational variables were also introduced to the model.; An experimental study was conducted to examine the brand personality process using beer as a product category. Respondents (n = 335) were randomly assigned to one of four situations and asked about purchasing a brand of beer for the situation. Situations were either high or low in social visibility and high or low in involvement resulting in a 2 x 2 factorial design.; The results revealed that brand personality is a process as proposed. There was evidence that antecedents influence brand personality characteristics, which influence attitude toward the brand and brand choice. For example, the importance of the image of the brewery positively influenced a beer's sincerity rating, which was positively related to consumer preference and purchase intent. Thus, brand managers wanting to create a beer with a sincere personality might emphasize the image of the brewery in their promotional messages. The results of this research also indicated that situational and individual variables do influence the brand personality process. Specifically, the social visibility of the situation and an individual's brand loyalty affected brand personality ratings.; Understanding brand personality will help brand managers create the "right" brand for their target market. By viewing brand personality as a process, brand managers will be able to modify the antecedents (e.g., emphasize the image of the brewery in promotional messages), and then measure the effects of their actions (e.g., increased sincerity ratings and increased purchase intent). With this empirical approach, brand managers can hopefully strengthen their brand, and ultimately increase its value.