Do brand personality scales really measure brand personality?
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Transcript of Do brand personality scales really measure brand personality?
Do Brand Personality Scales Really Measure Brand Personality?
Audrey AzoulayJ.N Kapferer
Hendy Mustiko Aji
2014
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Introduction
Brand A
Brand B
Brand C
Brand D
Brand E
Brand F
Brand G
Imagine above pictures are BRANDS
How could you differentiate between them?
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“Growing number of copies and the abundance
of similar products, makes it more and more difficult
to differentiate brands on the basis of performance”
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Azoulay and Kapferer (2003)
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So, the brands need to be given a.... PERSONALITY
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Consumers will identify themselves
with the stars
Valentino Rossi and YAMAHA
Then…
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Bra
nd P
erso
nalit
y
Sincerity
Excitement
Competence
Sophistication
Ruggedness
Source: Aaker, J. 1997. Dimensions of Brand Personality. Journal of Marketing Research
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Problem
Are these items really measure brand personality?
?
Personality
Culture(Value)
Self-Image
Physical
Relationship
Reflection
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Kapferer’s Brand Identity Prism (1992, 1998)
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Concept Validity
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Aaker’s concept is too wide
Intellectual abilites, gender and social class
D
Dr. Jenifer Aaker
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Brand Personality is....
“The set of human characteristicsassociated with a brand”
(Aaker, 1997)
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Allport
“Personality is the set of relatively stable and general dynamic, emotional and affectivecharacteristics.....”
“In more cases, the word does not include the cognitive aspects ....... It always dealswith the affective, emotional and dynamicAspects"
Dictionnaire Fondamental de la Psychologie
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“Personality is described in terms of traits”
-Allport , 1937-
The Big Five
O• Openness
C• Conscientiousness
E• Extraversion
A• Agreeableness
N• Neuroticism
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Competence
Feminine Social class
Western Small Town
Problematic Items
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The Flaws of The Scale
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Literature reviews from psychology
Scales from marketers
Items from qualitative study
Respondents
Sources of generated items
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Authors provide narrower definition
Brand Personality is:
“The set of human personality traits that are both applicable to and relevant for brands”
Conclusion
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Aaker’s scale does not measure brand personality
Some of them measure brand identity and product performance instead
Her scale merges all human characteristics
Only three correspond to elements in psychology
THANKYOU 2014
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Reference Article
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Azoulay, A., and Kapferer, J-N. 2003. Do brand personality scales really measure brand personality? Henry Stewards Pubilcations 1350-231X Brand Management, vol 11 (2)