Brand personality: theory and dimensionality
| DOI | https://doi.org/10.1108/JPBM-06-2017-1499 |
| Pages | 115-127 |
| Published date | 12 March 2018 |
| Date | 12 March 2018 |
| Author | Gary Davies,José I. Rojas-Méndez,Susan Whelan,Melisa Mete,Theresa Loo |
| Subject Matter | Marketing,Product management,Brand management/equity |
Brand personality: theory and dimensionality
Gary Davies
University of Manchester, Manchester UK and University of Chester, Chester, UK
José I. Rojas-Méndez
Carleton University, Ottawa, Canada
Susan Whelan
Waterford Institute of Technology School of Business, Waterford, Ireland
Melisa Mete
Manchester, UK, and
Theresa Loo
New York University, Shanghai, China
Abstract
Purpose –This paper aims to critique human personality as a theory underpinning brand personality and to propose instead a theory from human
perception, and by doing so, to identify universally relevant dimensions.
Design/methodology/approach –A review of published measures of brand personality, a re-analysis of two existing data bases and the analysis
of one new database are used to argue and test for the dimensions derived from perception theory.
Findings –Existing work on brand personality suggests 16 separate dimensions for the construct, but some appear common to most measures.
When non-orthogonal rotation is used to re-analyse existing trait data on brand personality, three dimensions derived from signalling and
associated theory can emerge: sincerity (e.g. warm, friendly and agreeable), competence (e.g. competent, effective and efficient) and status (e.g.
prestigious, elegant and sophisticated). The first two are common to most measures, status is not.
Research limitations/implications –Three dimensions derived from signalling and associated theory are proposed as generic, relevant to all
contexts and cultures. They can be supplemented by context specific dimensions.
Practical implications –Measures of these three dimensions should be included in all measures of brand personality.
Originality/value –Prior work on brand personality has focussed on identifying apparently new dimensions for the construct. While most work is
not theoretically based, some have argued for the relevance of human personality. That model is challenged, and an alternative approach to both
theory and analysis is proposed and successfully tested.
Keywords Brand image, Brand personality, Signalling theory, Stereotype content model
Paper type Research paper
Brand personality: theory and dimensionality
The measurement of intangible brand associations is often
operationalised using measuresof brand personality, and while
the approach has proven useful to both academics and
practitioners in explaining the consequences of such
associations with a brand (Eisend and Stokburger-Sauer,
2013), it has attracted controversy. In our paper, we focus on
two related issues that have emerged since the first formal
publication of a brand personality scale (Aaker, 1997): the
theoretical foundations for the construct; and the overly large
number of dimensions being discovered. Our main aim is to
identify dimensions of brand personality that can be regarded
as truly generic, applicableacross all contexts.
Our paper has two main empirical components. The first
analysis shows that a large number of “new”dimensions are
being identified in the literature,but that many of these contain
measurement items which are similar to those used in previous
scales to identify dimensions whichwere given different labels.
We then show how a more theoretically based,less empirically
driven approach could have identified three dimensions,
sincerity, competence and status, two of which are common to
most existing measures.We demonstrate how status could have
been identified in two studies, particularly if non-orthogonal
data rotation had been used. We confirm the relevanceof these
three dimensionsin one further study.
In our theory sections, we critique the idea that human
personality offers a convincing theoretical basis for brand
personality and propose instead the relevance of signalling
theory and the stereotypecontent model (SCM).
Being clear as to the theoretical underpinning for brand
personality is important because such theory will define the
The current issue and full text archive of this journal is available on
Emerald Insight at: www.emeraldinsight.com/1061-0421.htm
Journal of Product & Brand Management
27/2 (2018) 115–127
© Emerald Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/JPBM-06-2017-1499]
Received 19 June 2017
Revised 18 September 2017
21 December 2017
Accepted 21 December 2017
115
To continue reading
Request your trial