Dimensions of Brand Personality Attributions: A Person-Centric Approach in the German Cultural Context

By Michael Bosnjak, V. Bochmann, Tanja Hufschmidt. 2007

226 citations recorded by the source corpus.

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.

Subfields: Clinical Psychology, Gender Studies, Marketing

View Paper: https://www.semanticscholar.org/paper/e099b165e36bf9b6d7178b70ecd6bae3c089db43

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Citations in the corpus

Brand personality and brand equity: evidence from the sportswear industry (2015, unknown): “For example, Bosnjak et al. (2007) obtained a four-factor structure, including: 1 drive (exciting, adventurous and boring); 2 conscientiousness (competent, orderly and reliable); 3 emotion (loving, cordial and sentimental); and 4 superficiality (selfish, arrogant and hypocritical).”
Brand management in higher education: The University Brand Personality Scale (2016, background): “…JCP Consumer brands HC ✓ ✓ Venable et al. (2005) JAMS Non-profits organizations HC ✓ ✓ ✓ Ekinci and Hosany (2006) JTR Tourism destinations HC ✓ D'Astous and Boujbel (2007) JBR Countries HC ✓ ✓ ✓ Bosnjak et al. (2007) SBP Consumer brands HC ✓ ✓ Milas and Mlačić (2007) JBR Croatian consumer…”
Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty (2017, background): “, 2006); third, the scale does not include negative factors (Bosnjak et al., 2007); and finally, the scale is non-generalizable and non-replicable cross-culturally (Arora and Stoner, 2009; Geuens et al.”
Brand Personality Factor Based Models: A Critical Review (2012, background): “…BPFFM, such as the lack of negative factors (Bosnjak et al., 2007; Geuens et al., 2009; Smit et al., 2003), concerns about cultural specificity (Ambroise et al., 2003; Geuens et al., 2009), and the exclusion of items that were not properly human traits (Bosnjak et al., 2007; Geuens et al., 2009).”
A new measure of brand personality (2009, methodology): “and Guido (2001), Bosnjak et al. (2007), and Milas and Mlačić (2007) did use only Big Five items, but only in the latter study a resemblance to the Big Five dimensions emerged.”