Extending symbolic brands using their personality: examining antecedents and implications towards brand image fit and brand dilution

By K. Lau, Ian Phau. 2007

179 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/f1b814ca0edf91bc12706c0caa6253657730530e

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Experimental and Cognitive Psychology

1. HakJun Song
2. Heesup Han
3. Xuehua Wang
4. Zhilin Yang
5. Yongjun Sung
6. JunHui Wang
7. Tae Hyun Baek

In Marketing

1. HakJun Song
2. Xuehua Wang
3. Zhilin Yang
4. Yongjun Sung
5. Richard Rosenaum-Elliott
6. Heesup Han
7. Vince-Wayne Mitchell
8. J. Yu

In Sociology and Political Science

1. Xuehua Wang
2. Zhilin Yang
3. Heesup Han
4. HakJun Song
5. Richard Rosenaum-Elliott
6. Vince-Wayne Mitchell
7. J. Yu
8. Jhih-Syuan Lin

Citations in the corpus

• Are Consumer and Brand Personalities the Same (2012, background): “In fact, Aaker’s definition of brand personality refers to personified brand image, rather than brand personality (Lau & Phau, 2007).”
• Nothing Can Tear Us Apart: The Effect of Brand Identity Fusion in Consumer–Brand Relationships (2014, background): “…often design an anthropomorphized representation of a brand (e.g., Apple’s “I’m a Mac” advertising campaign), imbue brands with images and distinct personalities, or present a product itself in human terms (J. L. Aaker, 1997; Aggarwal & McGill, 2007; Fournier & Alvarez, 2012; Lau & Phau, 2007).”
• The differential roles of brand credibility and brand prestige in consumer brand choice (2010, background): “Past research has suggested that symbolic brands with a high prestige orientation achieve a stronger brand image fit than non–prestige-oriented brands (Bhat & Reddy, 2001; Lau & Phau, 2007).”
• Does country-of-origin matter in the relationship between brand personality and purchase intention in emerging economies? Evidence from China's auto industry (2008, background): “; one stream focuses on the antecedents of brand personality or its fit, such as Lau and Phau (2007)”
• Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops (2019, methodology): “According to Paivio (1969) and Lau and Phau (2007), the construct of an image, a process of symbolizing the experience of objects stored in humans’ associative memory, tends to be a representative of the significance of consumption and include characteristics of self-expression.”