Brand personality inference: the moderating role of product meaning

Title: Brand personality inference: the moderating role of product meaning
Creator: Kum, Doreen; Bergkvist, Lars; Lee, Yih Hwai; Leong, Siew Meng
Relation: Journal of Marketing Management Vol. 28, Issue 11-12, p. 1291-1304
Publisher Link: http://dx.doi.org/10.1080/0267257X.2011.645860
Publisher: Routledge
Resource Type: journal article
Date: 2012
Description: This study draws on categorisation theory to investigate how consumers make brand personality inferences. Its purpose is to determine the basic category at which consumers make brand personality inferences and whether this level varies for functional and symbolic products. Experimental results show that the basic level of categorisation for brand personality inferences is the brand level for symbolic products and the product type level for functional products. These findings suggest that managers may have less latitude to adopt diverse personalities for functional than symbolic products. The study also demonstrates that, in contrast to prior work, future research on brand personality should consider a wider range of sources of personality.
Subject: brand personality; categorisation; functional products; symbolic products; basic level; inference making
Identifier: http://hdl.handle.net/1959.13/1307842
Identifier: uon:21541
Identifier: ISSN:0267-257X
Language: eng
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