nach oben

Journal of the Academy of Marketing Science

Erschienen in:

01.09.2012 | Original Empirical Research

Implementing an intended brand personality: a dyadic perspective

verfasst von: Lucia Malär, Bettina Nyffenegger, Harley Krohmer, Wayne D. Hoyer

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 5/2012

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

Abstract

The authors examine the transformation of an intended brand personality (i.e., the way brand management would like consumers to perceive the brand’s personality) into a realized brand personality (i.e., the consumer’s actual perception of the brand’s personality). Drawing on the results of a dyadic empirical cross-industry study of 137 brand managers and 3,048 consumers, the authors show that the singularity of the brand personality profile, the competitive differentiation of the brand, the credibility of brand communication, consumers’ depth of product involvement, and consumers’ prior brand attitude all affect the degree to which the realized brand personality resembles the intended brand personality.

Vorheriger Artikel Exciting red and competent blue: the importance of color in marketing

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Nur mit Berechtigung zugänglich

Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: The Free.

Aaker, D. A. (1996). Building strong brands. New York: The Free.

Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34, 347–356.CrossRef

Aaker, D. A., & Shansby, J. G. (1982). Positioning your product. Business Horizons, 25, 56–62.CrossRef

Aaker, J. L., Benet-Martínez, V., & Garolera, J. (2001). Consumption symbols as carriers of culture: a study of Japanese and Spanish brand personality constructs. Journal of Personality and Social Psychology, 81, 492–508.CrossRef

Aaker, J. L., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer Research, 31, 1–16.CrossRef

Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13, 411–454.CrossRef

Allen, C. T., Fournier, S., & Miller, F. (2008). Brands and their meaning makers. In C. P. Haugtvedt, P. M. Herr, & F. R. Kardes (Eds.), Handbook of consumer psychology (pp. 781–822). New York: Psychology.

Ambler, T. (1997). Do brands benefit consumers? International Journal of Advertising, 16, 167–198.

Anderson, J. R. (1990). Cognitive psychology and its implications. New York: W.H. Freeman.

Andrews, J. C., & Shimp, T. A. (1990). Effects of involvement, argument strength, and source characteristics on central and peripheral processing of advertising. Psychology & Marketing, 7, 195–214.CrossRef

Andrews, J. C., Durvasula, S., & Akhter, S. H. (1990). A framework for conceptualizing and measuring the involvement construct in advertising research. Journal of Advertising, 19, 27–40.

Armstrong, J. S., & Overton, T. S. (1977). Estimating nonresponse bias in mail surveys. Journal of Marketing Research, 14, 396–402.CrossRef

Assael, H. (1998). Consumer behavior and marketing action. Cincinnati: South-Western College.

Ataman, M. B., Mela, C. F., & van Heerde, H. J. (2008). Building brands. Marketing Science, 27, 1036–1054.CrossRef

Aufreiter, N. A., Elzinga, D., & Gordon, J. W. (2003). Better branding. McKinsey Quarterly, 4, 28–39.

Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16, 74–94.CrossRef

Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing construct validity in organizational research. Administrative Science Quarterly, 36, 421–458.CrossRef

Baldinger, A. L., & Rubinson, J. (1996). Brand loyalty: The link between attitude and behavior. Journal of Advertising Research, 36, 22–34.

Barsalou, L. W. (1992). Cognitive psychology: an overview. Hillsdale: Lawrence Erlbaum.

Batra, R., & Ray, M. L. (1986). Situational effects of advertising repetition: the moderating influence of motivation, ability, and opportunity to respond. Journal of Consumer Research, 12, 432–445.CrossRef

Baumgartner, H., & Steenkamp, J.-B. E. M. (2006). An extended paradigm for measurement analysis of marketing constructs applicable to panel data. Journal of Marketing Research, 43, 431–442.CrossRef

Bentler, P. M. (1990). Comparative fit indexes in structural models. Psychological Bulletin, 107, 238–246.CrossRef

Berthon, P., Pitt, L. F., & Campbell, C. (2009). Does brand meaning exist in similarity or singularity? Journal of Business Research, 62, 356–361.CrossRef

Bloch, P. H., & Richins, M. L. (1983). A theoretical model for the study of product importance perceptions. Journal of Marketing, 47, 69–81.CrossRef

Bonoma, T. V. (1984). Making your marketing strategy work. Harvard Business Review, 62, 69–76.

Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73, 52–68.CrossRef

Browne, M. W., & Cudeck, R. (1993). Alternative ways of assessing model fit. In K. A. Bollen & J. S. Long (Eds.), Testing structural equation models (pp. 136–162). Newbury Park: Sage.

Burnett, J., & Hutton, R. B. (2007). New consumers need new brands. Journal of Product & Brand Management, 16, 342–347.CrossRef

Burnkrant, R. E., & Sawyer, A. G. (1983). Effects of involvement and message content on information-processing intensity. In R. J. Harris (Ed.), Information processing research in advertising (pp. 43–64). Hillsdale: Lawrence Erlbaum Associates.

Cantor, N., & Mischel, W. (1979). Prototypes in person perception. In L. Berkowitz (Ed.), Advances in experimental social psychology (pp. 3–52). New York: Academic.

Carpenter, G. S., & Nakamoto, K. (1989). Consumer preference formation and pioneering advantage. Journal of Marketing Research, 26, 285–298.CrossRef

Carpenter, G. S., Glazer, R., & Nakamoto, K. (1994). Meaningful brands from meaningless differentiation: the dependence on irrelevant attributes. Journal of Marketing Research, 31, 339–350.CrossRef

Celsi, R. L., & Olson, J. C. (1988). The role of involvement in attention and comprehension processes. Journal of Consumer Research, 15, 210–224.CrossRef

Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65, 81–93.CrossRef

Cohen, J. B., & Basu, K. (1987). Alternative models of categorization: toward a contingent processing framework. Journal of Consumer Research, 13(4), 455–473.CrossRef

Collins, A. M., & Loftus, E. F. (1975). A spreading activation theory of semantic processing. Psychological Review, 82, 407–428.CrossRef

Cotte, J., Coulter, R. A., & Moore, M. (2005). Enhancing or disrupting guilt: the role of ad credibility and perceived manipulative intent. Journal of Business Research, 58, 361–368.CrossRef

Court, D. C., Freeling, A., Leiter, M., & Parsons, A. J. (1997). If Nike can “just do it”, why can’t we? McKinsey Quarterly, 3, 24–34.

Crawford, J. D. (1991). Intelligence, task complexity, and the distinction between automatic and effortful mental processing. In H. A. H. Rowe (Ed.), Intelligence: Reconceptualization and measurement (pp. 119–144). Hillsdale: Lawrence Erlbaum Associates.

Crowley, A. E., & Hoyer, W. D. (1994). An integrative framework for understanding two-sided persuasion. Journal of Consumer Research, 20, 561–574.CrossRef

Dekimpe, M. G., Steenkamp, J.-B. E. M., Mellens, M., & Abeele, P. V. (1997). Decline and variability in brand loyalty. International Journal of Research in Marketing, 14, 405–420.CrossRef

Diamantopoulos, A., Smith, G., & Grime, I. (2005). The impact of brand extensions on brand personality: Experimental evidence. European Journal of Marketing, 39, 129–149.CrossRef

Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14, 168–180.CrossRef

Fazio, R. H. (1989). On the power and functionality of attitudes: the role of attitude accessibility. In A. R. Pratkanis, S. J. Breckler, & A. G. Greenwald (Eds.), Attitude structure and function (pp. 153–179). Hillsdale: Lawrence Erlbaum Associates, Inc.

Fischer, M., Voelckner, F., & Sattler, H. (2010). How important are brands? A cross-category, cross-country study. Journal of Marketing Research, 47, 823–839.CrossRef

Fiske, S. T., & Pavelchak, M. L. (1986). Category-based versus piecemeal-based affective responses: Developments in schema-triggered affect. In R. M. Sorrentino & T. E. Higgins (Eds.), Handbook of social cognition: Foundations of social behavior (pp. 167–203). New York: Wiley.

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39–50.CrossRef

Fournier, S. (1994). A consumer-brand relationship framework for strategic brand management. PhD Dissertation. University of Florida.

Fournier, S. (1998). Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research, 24, 343–373.CrossRef

Fournier, S. (2001). Building brand community on the Harley-Davidson posse ride. Harvard Business School Note No. 5-501-052 (pp. 1–20). Boston: Harvard Business School.

Geuens, M., Weijters, B., & De Wulf, K. (2009). A new measure of brand personality. International Journal of Research in Marketing, 26, 97–107.CrossRef

Goldberg, L. R. (1990). An alternative “description of personality”: the big-five factor structure. Journal of Personality and Social Psychology, 59, 1216–1229.CrossRef

Greenwald, A. G. (1968). Cognitive learning, cognitive response to persuasion, and attitude change. In A. G. Greenwald, T. C. Brock, & T. M. Ostrom (Eds.), Psychological foundations of attitudes. New York: Academic.

Grohmann, B. (2009). Gender dimensions of brand personality. Journal of Marketing Research, 46, 105–119.CrossRef

Hamilton, D. L. (1979). A cognitive-attributional analysis of stereotyping. In L. Berkowitz (Ed.), Advances in experimental social psychology (pp. 53–84). New York: Academic.

Hamilton, D. L. (1981). Cognitive representations of persons. Social Cognition: The Ontario Symposium (pp. 135–160). Hillsdale: Erlbaum.

Hendricks, W. A., & Robey, K. W. (1936). The sampling distribution of the coefficient of variation. The Annals of Mathematical Statistics, 7, 129–132.CrossRef

Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15, 635–650.CrossRef

Hu, L., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives. Structural Equation Modeling, 6, 1–55.CrossRef

Interbrand. (2006). Best global brands: 2006 ranking. http://www.interbrand.com/best_global_brands.aspx?year=2006&langid=1003

Jacoby, J., & Chestnut, R. (1978). Brand loyalty measurement and management. New York: Wiley.

Janiszewski, C. (1998). The influence of display characteristics on visual exploratory search behavior. Journal of Consumer Research, 25, 290–301.CrossRef

Jaworski, B. J., & Kohli, A. K. (1993). Market orientation: antecedents and consequences. Journal of Marketing, 57, 53–70.CrossRef

Johnson, K. E., & Mervis, C. B. (1997). Effects of varying levels of expertise on the basic level of categorization. Journal of Experimental Psychology: General, 126, 248–277.CrossRef

Kang, Y.-S., & Herr, P. M. (2006). Beauty and the beholder: toward an integrative model of communication source effects. Journal of Consumer Research, 33, 123–130.CrossRef

Katz, E. (1957). The two step flow of communication: an up-to-date report of a hypothesis. The Public Opinion Quarterly, 21, 61–78.CrossRef

Katz, D. (1960). The functional approach to the study of attitudes. The Public Opinion Quarterly, 24, 163–204.CrossRef

Keller, K. L. (1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing, 57, 1–22.CrossRef

Kelley, H. H. (1967). Attribution theory in social psychology. In D. Levine (Ed.), Nebraska symposium on motivation (pp. 192–238). Lincoln: University of Nebraska Press.

Kelley, H. H. (1972). Attribution in social interaction. In E. E. Jones, D. E. Kanhouse, H. H. Kelley, R. E. Nisbett, S. Valins, & B. Weiner (Eds.), Attribution: Perceiving the causes of behavior (pp. 1–26). Morristown: General Learning.

Kirmani, A. (1990). The effect of perceived advertising costs on brand perceptions. Journal of Consumer Research, 17, 160–171.CrossRef

Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: the construct, research propositions, and managerial implications. Journal of Marketing, 54, 1–18.CrossRef

Kunda, Z. (1990). The case for motivated reasoning. Psychological Bulletin, 108, 480–498.CrossRef

Lasswell, H. D. (1948). The structure and function of communication in society. In L. Bryson (Ed.), The communication of ideas (pp. 37–51). New York: Harper.

Lumpkin, G. T., & Dess, G. G. (1995). Simplicity as a strategy-making process: the effects of stage of organizational development and environment on performance. Academy of Management Journal, 38, 1386–1407.CrossRef

MacInnis, D. J., & Jaworski, B. J. (1989). Information processing from advertisements: Toward an integrative framework. Journal of Marketing, 53, 1–23.CrossRef

MacInnis, D. J., Moorman, Ch, & Jaworski, B. J. (1991). Enhancing and measuring consumers’ motivation, opportunity, and ability to process brand information from ads. Journal of Marketing, 55, 32–53.CrossRef

MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53, 48–65.CrossRef

Mervis, C. B., & Rosch, E. (1981). Categorization of natural objects. Annual Review of Psychology, 32, 89–115.CrossRef

Meyers-Levy, J. (1991). Elaborating on elaboration: the distinction between relational and item-specific elaboration. Journal of Consumer Research, 18, 358–367.CrossRef

Meyers-Levy, J., & Peracchio, L. A. (1995). Understanding the effects of color: how the correspondence between available and required resources affects attitudes. Journal of Consumer Research, 22, 121–138.CrossRef

Meyvis, T., & Janiszewski, C. (2004). When are broader brands stronger brands? An accessibility perspective on the success of brand extensions. Journal of Consumer Research, 31, 346–357.CrossRef

Mintzberg, H. (1978). Patterns in strategy formation. Management Science, 24, 934–948.CrossRef

Mitchell, A. A. (1979). Involvement: A potentially important mediator of consumer behavior. In W. Wilkie (Ed.), Advances in consumer research (pp. 191–196). Ann Arbor: Association for Consumer Research.

Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., et al. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57, 209–224.CrossRef

Noble, C. H., & Mokwa, M. P. (1999). Implementing marketing strategies: developing and testing a managerial theory. Journal of Marketing, 63, 57–73.CrossRef

Nunnally, J. C. (1978). Psychometric theory. New York: McGraw-Hill.

Obermiller, C., & Spangenberg, E. R. (1998). Development of a scale to measure consumer skepticism toward advertising. Journal of Consumer Psychology, 7, 159–177.CrossRef

Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63, 33–44.CrossRef

Park, C. W., & Young, S. M. (1986). Consumer response to television commercials: the impact of involvement and background music on brand attitude formation. Journal of Marketing Research, 23, 11–24.CrossRef

Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic brand concept-image management. Journal of Marketing, 50, 135–145.CrossRef

Park, C. W., Milberg, S., & Lawson, R. (1991). Evaluation of brand extensions: the role of product feature similarity and brand concept consistency. Journal of Consumer Research, 18, 185–193.CrossRef

Park, H., Arndt, J., & Reder, L. M. (2006). A contextual interference account of distinctiveness effects in recognition. Memory & Cognition, 34, 743–751.CrossRef

Petty, R. E., & Cacioppo, J. T. (1986). Communication and persuasion: central and peripheral routes to attitude change. New York: Springer.

Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: the moderating role of involvement. Journal of Consumer Research, 10, 135–146.CrossRef

Piercy, N. F. (1998). Marketing implementation: the implications of marketing paradigm weakness for the strategy execution process. Journal of the Academy of Marketing Science, 26, 222–236.CrossRef

Plummer, J. T. (1984/1985). How personality makes a difference. Journal of Advertising Research, 24, 27–31.

Putrevu, S., & Lord, K. R. (1994). Comparative and noncomparative advertising: attitudinal effects under cognitive and affective involvement conditions. Journal of Advertising, 23, 77–91.

Ragas, M. W., & Bueno, R. J. (2002). The power of cult branding: How 9 magnetic brands turned customers into loyal followers (and yours can, too!). New York: Crown Business.

Richins, M. L., & Bloch, P. H. (1986). After the new wears off: the temporal context of product involvement. Journal of Consumer Research, 13, 280–285.CrossRef

Richins, M. L., Bloch, P. H., & McQuarrie, E. F. (1992). How enduring and situational involvement combine to create involvement responses. Journal of Consumer Psychology, 1, 143–153.CrossRef

Riegner, C. (2007). Word of mouth on the web: the impact of Web 2.0 on consumer purchase decisions. Journal of Advertising Research, 47, 436–447.CrossRef

Ries, A., & Ries, L. (2002). The 22 immutable laws of branding. New York: Harper Collins.

Rosch, E. (1975). Cognitive reference points. Cognitive Psychology, 1, 532–547.CrossRef

Rosch, E. (1978). Principles of categorization. In E. Rosch & B. Lloyd (Eds.), Cognition and categorization (pp. 27–47). Hillsdale: Erlbaum.

Rota, L. M., & Zellner, D. A. (2007). The categorization effect in hedonic contrast: Experts differ from novices. Psychonomic Bulletin & Review, 14, 179–183.CrossRef

Shannon, C. E., & Weaver, W. (1949). The mathematical theory of communication. Urbana: University of Illinois Press.

Smallman, R., & Roese, N. J. (2008). Preference invites categorization. Psychological Science, 19, 1228–1232.CrossRef

Song, X. M., & Parry, M. E. (1997). A cross-national comparative study of new product development processes: Japan and the United States. Journal of Marketing, 61, 1–18.CrossRef

Srivastava, R. K., Fahey, L., & Christensen, H. K. (2001). The resource-based view and marketing: the role of market-based assets in gaining competitive advantage. Journal of Management, 27, 777–802.CrossRef

Stayman, D. M., Alden, D. L., & Smith, K. H. (1992). Some effects of schematic processing on consumer expectations and disconfirmation judgments. Journal of Consumer Research, 19, 240–255.CrossRef

Sternthal, B., Phillips, L. W., & Dholakia, R. (1978). The persuasive effect of source credibility: a situational analysis. Public Opinion Quarterly, 42, 285–314.CrossRef

Sung, Y., & Kim, J. (2010). Effects of brand personality on brand trust and brand affect. Psychology & Marketing, 27, 639–661.CrossRef

Swasy, J. L., & Munch, J. M. (1985). Examining the target of receiver elaborations: rhetorical question effects on source processing and persuasion. Journal of Consumer Research, 11, 877–886.CrossRef

Taylor, S. E., Fiske, S. T., Etcoff, N. L., & Ruderman, A. J. (1978). Categorical and contextual bases of person memory and stereotyping. Journal of Personality and Social Psychology, 36, 778–793.CrossRef

Triplett, T. (1994). Brand personality must be managed or it will assume a life of its own. Marketing News, 28, 9.

Ülkümen, G., Chakravarti, A., & Morwitz, V. G. (2010). Categories create mind-sets: the effect of exposure to broad versus narrow categorizations on subsequent, unrelated decisions. Journal of Marketing Research, 47, 659–671.CrossRef

Van Trijp, H. C. M., Hoyer, W. D., & Inman, J. J. (1996). Why switch? Product category-level explanations for true variety-seeking behavior. Journal of Marketing Research, 33, 281–292.CrossRef

Venable, B. T., Rose, G. M., Bush, V. D., & Gilbert, F. W. (2005). The role of brand personality in charitable giving: an assessment and validation. Journal of the Academy of Marketing Science, 33, 295–312.CrossRef

Wentzel, D. (2009). The effect of employee behavior on brand personality impressions and brand attitudes. Journal of the Academy of Marketing Science, 37, 359–374.CrossRef

Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12, 341–352.CrossRef

Titel: Implementing an intended brand personality: a dyadic perspective
verfasst von: Lucia Malär
Bettina Nyffenegger
Harley Krohmer
Wayne D. Hoyer
Publikationsdatum: 01.09.2012
Verlag: Springer US
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 5/2012
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-011-0251-8

Springer Professional

Abstract

Bitte loggen Sie sich ein, um Zugang zu Ihrer Lizenz zu erhalten.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Springer Professional "Wirtschaft"

Weitere Artikel der Ausgabe 5/2012

Consumer spending self-control effectiveness and outcome elaboration prompts

Exciting red and competent blue: the importance of color in marketing

Marketing control rights and their distribution within technology licensing agreements: a real options perspective

Consequences of customer loyalty to the loyalty program and to the company

Genetic and neurological foundations of customer orientation: field and experimental evidence

Slotting allowances: a time series analysis of aggregate effects over three decades