• Title, Summary, Keyword: Brand Personality

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The Effect of Personality Factors of Brand and Advertising Model and Personality Congruence on Brand Equity in Casual Apparel Brands (캐주얼 의류 브랜드에서 브랜드와 광고 모델의 개성요인과 개성 일치성이 브랜드 자산에 미치는 영향 연구)

  • Jeon, Hyeong-Jin;Shin, Sang-Moo
    • Journal of Fashion Business
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    • v.15 no.4
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    • pp.16-27
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    • 2011
  • Consumers fill up not only their needs but also their own identity through apparel product and company. From this point of view, Brand personality is essential to convey customer's personality through advertizing influencing on buying behavior. This study investigates how personality factors of brand and advertising model and personality congruence influenced upon brand equity in casual apparel brands. The research methodology was questionnaire distributed to individuals who used to buy casual apparel brand. A total of 58 returned questionnaires were analyzed by internal validity, factor analysis and regression analysis with SPSS 12.0. The results of this study are as follows: in casual apparel brands, personality factors of brand and advertising model influence on personality congruence. Personality congruence influences on brand recognition and brand loyalty among brand equity.

The Effects of Antecedents of Outdoor Sportswear Brand Personality on Brand Personality, Attachment and Commitment (아웃도어 스포츠 의류 브랜드 개성의 영향요인이 브랜드 개성, 브랜드 애착 및 몰입에 미치는 영향)

  • Lee, Ji-Yeon
    • Journal of the Korea Fashion and Costume Design Association
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    • v.15 no.4
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    • pp.63-81
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    • 2013
  • This study examines the impacts of antecedents on the outdoor sportswear brand personality dimensions and identifies the effects of brand personality dimensions on brand attachment and brand commitment. An online survey was conducted on women in their 20s to 50s, who have experienced to purchase the outdoor sportswear before and 420 responses were analyzed. The results of this study were as follows: 1) The results of factor analysis and the reliability test on the outdoor sportswear brand personality clearly showed factorial structures that include sincerity, excitement, vitality, and prestige. 2) The antecedents of brand personality including quality, price, advertising, and store environment had different influences on the outdoor sportswear brand personality. 3) The dimensions of outdoor sportswear brand personality had a different influence on the brand attachment and commitment. 4) The brand attachment showed a significantly positive influence on the brand commitment. This study indicates that the brand personality could be a useful tool for enhancing the brand attachment and commitment and marketers should develop and utilize the marketing mix according to the brand personality which they want to convey.

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The Impacts of Employee-Perceived Brand Personality on Employee Brand Identification : Focused on Food & Beverage Department of Deluxe Hotels in Seoul (브랜드 개성과 종사원 개성이 종사원 브랜드 동일시에 미치는 영향 : 서울 소재 특 1급 호텔 식음료.조리 부서를 중심으로)

  • Choi Mi-Kyung
    • Journal of the East Asian Society of Dietary Life
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    • v.16 no.2
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    • pp.207-214
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    • 2006
  • The purpose of this study was to examine the impacts of brand personality and employee personality on employee brand identification. The questionnaire developed for this study was distributed to 460 employees in F&B (food and beverage) departments and kitchen of 11 deluxe hotels in Seoul. A total of 398 questionnaires were used for analysis (86.5%) and the statistical analyses were completed using SPSS Win(12.0) for descriptive analysis, reliability analysis, t-test, and regression analysis. The results showed that employee brand identification was stronger at higher position, and also stronger among F&B department employees than among kitchen cooks. In addition, international hotels showed a higher level of employee brand identification than local hotels. Employee brand identification was also affected by hotel brand personality and employee personality. The dimension of 'sincerity' had the strongest effect on brand identification, followed by the dimensions of 'excitement' and 'sophistication'. Especially, when the hotel brand personality was lower than the employee personality at the dimension of 'sincerity', the level of employee brand identification was much lower. Overall, employee brand identification, which is a key factor for successful brand delivery to customer, could be enhanced through strong strategies to improve the brand personality dimensions and enhance employee development.

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Relationship between Brand Personality and the Personality of Consumers, and its Application to Corporate Branding Strategy

  • Kim, Young-Ei;Lee, Jung-Wan;Lee, Yong-Ki
    • Journal of Global Academy of Marketing Science
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    • v.18 no.3
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    • pp.27-57
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    • 2008
  • Many consumers enjoy the challenge of purchasing a brand that matches well with their own values and personalities (for example, Ko et al., 2008; Ko et al., 2006). Therefore, the personalities of consumers can impact on the final selection of a brand and its brand personality in two ways: first, the consumers may incline to purchase a brand or a product that reflects their own personalities; second, consumers tend to choose a company that has similar brand personalities to those brands that are being promoted. Therefore, the objectives of this study are following: 1. Is there any empirical relationship between a consumer's personality and the personality of a brand that he or she chooses? 2. Can a corporate brand be differentiated by the brand personality? In short, consumers are more likely to hold favorable attitudes towards those brands that match their own personality and will most probably purchase those brands matching well with their personality. For example, Matzler et al. (2006) found that extraversion and openness were positively related to hedonic product value; and that the personality traits directly (openness) and indirectly (extraversion, via hedonic value) influenced brand effects, which in turn droved attitudinal and purchase loyalty. Based on the above discussion, the following hypotheses are proposed: Hypothesis 1: the personality of a consumer is related to the brand personality of a product/corporate that he/she purchases. Kuksov (2007) and Wernerfelt (1990) argued that brands as a symbolic language allowed consumers to communicate their types to each other and postulated that consumers had a certain value of communicating their types to each other. Therefore, how brand meanings are established, and how a firm communicate with consumers about the meanings of the brand are interesting topics for research (for example, Escalas and Bettman, 2005; McCracken, 1989; Moon, 2007). Hence, the following hypothesis is proposed: Hypothesis 2: A corporate brand identity is differentiated by the brand personality. And there are significant differences among companies. A questionnaire was developed for collecting empirical measures of the Big-Five personality traits and brand personality variables. A survey was conducted to the online access panel members through the Internet during December 2007 in Korea. In total, 500 respondents completed the questionnaire, and considered as useable. Personality constructs were measured using the Five-factor Inventory (NEO-FFI) scale and a total of 30 items were actually utilized. Brand personality was measured using the five-dimension scale developed by Aaker (1997). A total of 17 items were actually utilized. The seven-point Likert-type scale was the format of responses, for example, from 1 indicating strongly disagreed to 7 for strongly agreed. The Analysis of Moment Structures (AMOS) was used for an empirical testing of the model, and the Maximum Likelihood Estimation (MLE) was applied to estimate numerical values for the components in the model. To diagnose the presence of distribution problems in the data and to gauge their effects on the parameter estimates, bootstapping method was used. The results of the hypothesis-1 test empirically show that there exit certain causality relationship between a consumer's personality and the brand personality of the consumer's choice. Thus, the consumer's personality has an impact on consumer's final selection of a brand that has a brand personality matches well with their own personalities. In other words, the consumers are inclined to purchase a brand that reflects their own personalities and tend to choose a company that has similar brand personalities to those of the brand being promoted. The results of this study further suggest that certain dimensions of the brand personality cause consumers to have preference to certain (corporate) brands. For example, the conscientiousness, neuroticism, and extraversion of the consumer personality have positively related to a selection of "ruggedness" characteristics of the brand personality. Consumers who possess that personality dimension seek for matching with certain brand personality dimensions. Results of the hypothesis-2 test show that the average "ruggedness" attributes of the brand personality differ significantly among Korean automobile manufacturers. However, the result of ANOVA also indicates that there are no significant differences in the mean values among manufacturers for the "sophistication," "excitement," "competence" and "sincerity" attributes of the corporate brand personality. The tight link between what a firm is and its corporate brand means that there is far less room for marketing communications than there is with products and brands. Consequently, successful corporate brand strategies must position the organization within the boundaries of what is acceptable, while at the same time differentiating the organization from its competitors.

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An Exploratory Study on Brand Personality : The Case of A Traditional Casual Brand in Korea

  • Lee, Mi-Young;Oh, Keun-Young
    • Journal of Fashion Business
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    • v.10 no.6
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    • pp.79-90
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    • 2006
  • In order to build strong brand equity in the current market circumstances, it is essential to understand the core dimensions of brand image, which is brand personality. The objectives of this study were to identify the brand personality dimensions of a casual brand, "BeanPole," and to investigate the effects of the brand personality on BeanPole buyers' brand preference, satisfaction and loyalty. The data were collected via a web survey. The sample consists of 500 people between the ages of 18-45 who are familiar with Bean Pole casual clothing brand (male- 40%; female-60%). Sixty-six percent of the sample indicated that they had purchased the Bean Pole clothing during the last three years. A total of five factors were extracted from the brand personality index scale: They were excitement/sophistication, competence, sincerity, ruggedness, and smoothness. Compared to the B/P non-buyers, B/P buyers tended to rate excitement/sophistication, competence, sincerity, and the smoothness brand personality dimensions higher. Multiple regression analysis revealed that excitement/sophistication, competence, sincerity and ruggedness brand personality were significant predictors of respondents' casual clothing brand preference, satisfaction, and brand loyalty. Among these significant predictors, competence was the best predictor of casual clothing brand preference, satisfaction and brand loyalty. Based on these findings, strategic implications are discussed.

The Effect of Take-out Coffee Shop Brand Personality on Customer Satisfaction and Brand Loyalty (테이크아웃 커피전문점 브랜드 개성이 고객만족 및 브랜드 충성도에 미치는 영향)

  • Kim, Kyung-Hee
    • Journal of the Korean Society of Food Culture
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    • v.28 no.5
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    • pp.473-479
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    • 2013
  • This study identified the brand personality of domestic take-out coffee shops and examined its effects on customer satisfaction and brand loyalty. The research subjects were college students in Busan who visited a coffee house. Overall, four major empirical results were obtained. First, five factors of brand personality were identified: "energy", "competence", "familiarity", "reliability", and "sophistication". Second, all brand personality factors had significant effects on customer satisfaction, but "familiarity" (${\beta}$=0.429) and "reliability" (${\beta}$=0.381) appeared to have the greatest effects. Third, brand personality factors had significant effects on brand loyalty, with"reliability" (${\beta}$=0.447) appearing to have the greatest effect on brand loyalty. Fourth, customer satisfaction had a significant effect on consumer brand loyalty. These results show that brand personality can be an important means of marketing differentiation in an intense competitive coffee market atmosphereto increase customer satisfaction and build brand equity.

Effect of Korean Fashion Brand Personality on Brand Preference and Purchase Intention by Chinese in their 20s -Focusing on the Teenie Weenie, E-land, and The Basic House- (20대 중국인의 한국 패션브랜드 개성지각이 브랜드 선호도와 구매의도에 미치는 영향 -Teenie Weenie, E-land, The Basic House를 중심으로-)

  • Park, Hye Sun;Yang, Dan
    • Journal of the Korean Society of Clothing and Textiles
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    • v.37 no.4
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    • pp.540-553
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    • 2013
  • This study examined the awareness of Chinese in their 20s in regards to Korean fashion brands and brand personality; in addition, it analyzed the effect of brand personality on brand preference and purchase intention. This study investigated the differences of the brand personality effect on brand preference and purchase intention according to brand, sex, and age. The results were as follows: 1) The three highly recognized fashion brands were Teenie Weenie, E-land, and The Basic House. 2) Brand personality was comprised of factors for competence, vitality, innovation, and emotion. 3) Brand preference was affected by vitality, competence, and innovation. Purchase intention was directly affected by brand preference and brand personality factors such as vitality, competence, and innovation. 4) The effect of brand personality on brand preference and purchase intention were different according to brand, sex, and age. These results can be used as basic data or information to help fashion companies develop marketing strategies for young Chinese people.

The Effect of Fashion Brand Personality on Consumer's Brand Identification and Brand Loyalty (패션브랜드 퍼스낼리티가 소비자의 브랜드 동일시 및 브랜드 충성도에 미치는 영향)

  • Jang, Soo-Jin;Rhee, Eun-Young
    • Journal of the Korean Society of Clothing and Textiles
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    • v.32 no.1
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    • pp.88-98
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    • 2008
  • The purpose of this study were to examine the effect of fashion brand personality on the consumer's brand loyalty and to investigate the role of brand identification as mediator. The questionnaire data from 218 women who had purchase experience of fashion luxury brands were collected. Factor analysis and multiple regression analysis were used in data analysis. The results of this study were as follows. First, the consumer's fashion brand personality was composed of eight factors; Status-oriented, appearance-oriented, trend-oriented, leisure-oriented, physical activity-oriented, self achievement-oriented, fun-oriented and relation-oriented factor. Second, brand identification had significantly influence on brand loyalty. Third, fashion brand personality significantly influenced on brand loyalty and brand identification. Especially, the status-oriented, appearance-oriented, trend-oriented and self achievement-oriented fashion brand personality was proved to have a crucial role in brand identification and brand loyalty. Fourth, the status-oriented, appearance- oriented, trend-oriented and self achievement-oriented fashion brand personality had both direct and indirect effects on brand loyalty mediated by brand identification.

The Impact of Parent Company Attributes on e-Brand Personalities (온라인 패션 쇼핑몰의 모기업 특성이 e-브랜드 개성에 미치는 영향)

  • Jung, Seung-Hwa;Lee, Yu-Ri
    • Journal of the Korean Society of Costume
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    • v.61 no.5
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    • pp.64-76
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    • 2011
  • Consumers attribute human personality to products or stores as well as brands. As brand personality is imprinted to a consumer's mind, in e-commerce, the concept of store personality needs to be examined by comprehending the e-brand personality. Unlike the recent studies that focus primarily on the portal site, we attempt to identify e-brand personality of online shopping malls that sell fashion products. This study also examined the impact of the parent company's attributes on e-brand personality. A survey was conducted to 240 females and 240 males in their 20s or 30s. E-brand personality of three different types of the Internet shopping mall was evaluated by 160 respondents, respectively. As a result, we found that Internet shoppers perceive that e-brands have four distinct personality dimensions: young, reliable, sophisticated, and creative. Among the four dimensions, "young" and "reliable" showed the most significant influence on intention to visit the shopping mall site. Besides, e-brand personality varied with parent companies' attributes such as reputation, credibility, and fashion industry-relatedness. Especially, credibility of the parent company showed a strong positive relationship with e-brand personality.

Influence of Brand Extension on the Updated Hotel Brand Personality Congruence and Attitude toward the Extended Brand

  • Ryu, Hyungseo
    • Culinary science and hospitality research
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    • v.23 no.6
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    • pp.89-98
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    • 2017
  • This research focused on recognizing and empirically testing a relationship between brand personality congruence and brand extension, which can lead to effective marketing strategies for the hotel industry. The objective of this research was to identify how customer's brand personality congruence affect brand extension and to then address what the most appropriate brand extension types for hotel brands are. This study offered a better approach to assess the broader impact of extension strategy for the marketer managers. The methodology for achieving these objectives were described in the following sections: developing measurements based on extensive reviews of literature and analyzing data utilized a exploratory factor analysis and a series of simple linear regression analyses. The result of this study showed customer's brand personality congruence had a great impact on the customer's positive attitude toward core brand. However, customer's attitude toward core brand had no impact on the updated attitude. The findings provided some theoretical and managerial implications for hotel operators.