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DIMENSIONS OF BRAND PERSONALITY ATTRIBUTIONS: A PERSON-CENTRIC APROACH IN THE GERMAN CULTURAL CONTEXT

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Abstract:

Research on the symbolic use of commercial brands has shown that individuals prefer those brands matching their own personality. While the Big Five model of human personality is universal, brand personality attributions are partly culture-specific. Furthermore, research investigating brand-related trait attributions has largely neglected negatively valenced traits. Consequently, the objective of this research was to identify and operationalize indigenous German brand personality attributions from a person-centric perspective. This approach entails an exploration of those positive as well as negative human personality dimensions applicable and relevant to brands. Within two studies, four dimensions of brand personality (Drive, Conscientiousness, Emotion, and Superficiality) were identified. A preliminary 20-item instrument is proposed for the parsimonious measurement of brand personality attributions in the German cultural domain.

Document Type: Research Article

DOI: http://dx.doi.org/10.2224/sbp.2007.35.3.303

Publication date: January 1, 2007

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