دسته : همه

عنوان انگلیسی مقاله:

An empirical comparison of two brand personality scales: Evidence from India

ترجمه عنوان مقاله: مقایسه تجربی مقیاس شخصیت دو نام تجاری: شواهدی از هند

رشته: بازاریابی

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 7 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Aaker’s (1997) brand personality scale has been widely used to measure the personality of brands. However, studies also show that Aaker’s brand personality dimensions are not stable across cultures. In pursuance of this issue, we examine the structure of brand personality dimensions in India. This research presents the results of two studies conducted to develop a brand personality scale in Indian context, and to make an empirical comparison between Indian brand personality scale and Aaker’s brand personality scale. Results reveal that brand personality in India can be described in six dimensions: sophistication, excitement, popularity, competence, trendiness and integrity. The findings empirically support the reliability and validity of the scale developed. The results also reveal that Indian brand personality scale is a suitable alternative to Aaker’s brand personality scale in Indian context.

Keywords: Brand personality, Brand equity, Consumer – Brand Relationship, Brand Trust, Brand Attachment, Brand Commitment

مقدمه مقاله

One of the key aspects of a company’s marketing strategy is to manage brands. An important percentage of the firm’s overall marketing budget is spent on brand building and management activities (Domadenik et al., 2001; Mohan and Sequeira, 2013). Brand management facilitates utilization of the organization’s assets and generatesadditional value (Pappu et al., 2005). Brand building strengthens the communication between a company and its consumers and yields competitive advantages to increase the market value of the company.
Thus, brand building, as one of the core components of marketing mix, is considered highly essential to reinforce a company’s position and to utilize available resources (Wang et al., 2008).

According to Keller (2008), one of the vital elements of brand management is building brand equity. Most marketing activities are directed towards building and managing brand equity (Aaker, 1991; Yoo and Donthu, 2001). Since, strong brands help in achieving competitive advantages, the concept of brand equity has attracted attention of both practitioners and academicians (Aaker, 1996; Keller, 2008). For instance, the increase in brand equity level results in increased consumer preferences as well as an increased intention to purchase (Cobb-Walgren et al., 1995; Freling et al., 2011; Romaniuk and Nenycz-Thiel, 2013).

According to Aaker (1996), brand personality is a key element of brand equity, and it can contribute to brand equity. Brand managers seek to exploit the benefit of the effect that brand personality has on consumer behavior and brand equity. This study focuses on the brand personality and brand equity concepts. The relationship between brand personality and brand equity has not been subjected to extensive empirical testing (Freling and Forbes, 2005). Further empirical evidence is required to examine the relationship between these two constructs.

Understanding the concepts of brand personality and brand equity and gaining further insights into the relationship between brand personality and brand equity is needed to manage the brand effectively and to maximize brand value and therewith also the company’s profit (Bauer et al., 2000; Keller, 2008).

Studies show that Aaker’s (1997) brand personality dimensions are not stable across cultures. Other than the USA, the five dimensions could not be replicated in studies conducted in Japan and Spain (Aaker et al., 2001), France (Ferrandi et al., 2000), Netherlands (Smit et al., 2003) and China (Chu and Sung, 2011). This suggests that brand personality represents values and beliefs of a culture. Therefore, the cultural difference among countries can result in culture specific differences in brand personality dimensions. In pursuance of this issue, we examine the structure of brand personality dimensions in India.

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