Customer brand personality perception: A taxonomic analysis

Authors: Ivens, Bjoern; Valta, Katharina S.

Source: Journal of Marketing Management, Volume 28, Numbers 9-10, 1 August 2012 , pp. 1062-1093(32)

Publisher: Routledge, part of the Taylor & Francis Group

Buy & download fulltext article:

Price: $49.55 plus tax (Refund Policy)

Abstract:

The brand personality concept has received considerable attention. However, researchers have paid little attention to how homogeneous consumer brand personality perceptions are. This study attempts to fill this gap by analysing survey data (n = 603) collected from respondents evaluating seven mass-market consumer brands. Using cluster analysis, it identifies four typical brand personality constellations. The authors find variance among brand personality perceptions across brands, but more interestingly also within perceptions of individual brands. This result points to issues in implementing brand personalities in marketing practice. The article concludes with theoretical and managerial implications.

Keywords: brand personality; brand attitude; brand satisfaction; brand preference; taxonomy; brand management

Document Type: Research article

DOI: http://dx.doi.org/10.1080/0267257X.2011.615149

Affiliations: 1: Otto-Friedrich-University, Germany

Publication date: 2012-08-01

More about this publication?