Service failure of high severity can lead to high recovery satisfaction when recovery efforts are seen very fair. Customers satisfied with recovery efforts and displaying high attachment anxiety will continue to repurchase. Attachment avoidance did not have an impact on the behavioural intentions and neither did the brand authenticity perception.

Using Service Dominant Logic (SDL) to place marketing research, this paper conceptualizes and empirically tests the triadic relationship of place branding, souvenir branding, and consumers‟ perceptions of souvenir brands. We propose place branding to be the dominant strategy that encompasses destination product branding and brand personalities of such brands.

This study aims to answer the following question: Does leader brand personality dimensions mediate the relationship between self-identity expression and voting intention? The notion of political leaders as brands has been examined during the last decade by several studies and the increasing importance during the electoral process is now evident. Additionally, self-identity expressiveness, as a construct, has been connected to either psychological or sociological context regarding behavioral intention. The current research intends to build a framework for incorporating the concepts of leader brand image through brand personality dimensions, self-identity expression and voting intention for a political party. A quantitative survey through online structured questionnaire is employed in Greece and several significant theoretical and managerial contributions are provided.

In a virtual world, firms and individuals are connected through multiple devices and channels, whereby both act as content creators. The relevance of customer co-creation for brand-building in digital environments requires further research (Ramaswamy and Ozcan, 2016). From a growing body of research, a stream suggests that technology is changing the way consumers and firms interact, whereby consumers perceive brand image to be the sum of all brand online and offline information. Another stream assumes that consumers perceive brands as having personality characteristics, which are used to differentiate them from competitors. For this latter approach, Aaker’s (1997) model is widely used to analyse brand personality (BPS). However, no evidences has been found regarding to what extent firms and customers communicate the same brand values. We accomplish this by analysing the brand personality dimensions communicated online by two international hotel chains (Pestana & FourSeasons) and their clients, using two different digital channels, namely: 12 websites and 600 TripAdvisor comments. A content analysis was carried out using the BPS dictionary of WordStat software, created by Opoku et al. (2006), which contains 833 words, divided into the five BPS categories. The results show that most of the content was created by clients (89% of messages). FourSeasons hotels communicate Excitement and Sophistication, whereas Pestana hotels communicate Sincerity and Sophistication. Sincerity is the highest tagged dimension of the BPS references, both for FourSeasons and for Pestana, which suggests that clients tend to perceive both brands as being reputable. In summary, although clients and hotels converge with regards to hotel brand personality traits, distinctive brand personalities emerge.

The present study contributes to the international literature on brand personality and congruence. There is still a general lack of clarity regarding the measurement of the self-brand congruity construct. Moreover, in the light of international branding research cross-national validation of this measurement is needed. Previous empirical evidence also suggests a positive relationship between brand-self congruity and consumer-brand relationships (i.e. brand attachment) across nations and cultures, but the strength of these relationships requires deeper investigation. The present study therefore aims to test and validate a personality congruence scale at an international level and to measure the effect of congruence on brand attachment with specific reference to the luxury sector. A survey of nearly 1,500 international luxury customers has been conducted. Results confirm that personality congruence is based upon five dimensions (Prestige/Emotion/Trust/Anxiety/Order). In addition, the results highlight the existence and relative importance of the link between “personality congruence” and “brand attachment”. Finally, findings suggest similarities and differences across countries regarding specific dimensions of congruence scale and the personality congruence and attachment relationship. Both theoretical and managerial implications are provided.

This research was conducted to develop a brand personality model that could be used to measure and compare the brand personality of a same brand across cultures. The results suggest that for West (the U.S.) and East (Japan), the bicultural BPD have five distinct dimensions of Sincerity, Sophistication, Ruggedness, Excitement, and Peacefulness, represented by the 15 attributes (wholesome, warm, kind, upper-class, elegant, romantic, masculine, tough, rugged, trendy, exciting, imaginative, shy, naïve, and childlike). The results show that many global brands have different brand personality perceptions across cultures. Only four (Levi’s, Nintendo DS, Shell, and Visa) out of 21 global brands had the same brand personality perceptions in two cultures. These results may be inconsistent with the definition of global brands—brands whose positioning, advertising strategy, personality, look, and feel are same or at least similar from one country to another. However, the results confirm the findings of Aaker et al. (2001) that brands have culturally specific meaning. The results also confirm the “the lure of global branding”—the goal of developing one strong global brand is often unrealistic (Aaker & Joachimsthaler, 1999). Still, in the business world, many companies are trying to globalize their own brands in order to enjoy the high economies of scale. Hence, it is important for the business managers to be able to measure the results of their global branding efforts. This research provides a tool, the bicultural brand personality model, the managers could use to measure their global brands in Western and Eastern cultures, and understand the similarity and differences across two cultures.

In this research, we explore the role of interpersonal personalization in brand offerings in engendering the representations of ‘which dimension’ of brand personality (Aaker, 1997) and the subsequent effect on consumer attitude toward and connection with the brand (Fournier, 1998). Experiment 1 reveals that interpersonal personalization is different from customization with unique benefit in developing sincerity in brand personality. It demonstrates the positive effect of personalization on brand attitude through formulation of a sincere brand. Experiment 2 provides empirical evidence that personalization encouraging consumer’s involvement in the product design process allows consumer’s greater engagement with and investment towards the brand, which then manifests favorable brand attitude. The findings of this research offer insights on how brands can take advantage of personalization practice in their product or service offerings to engage consumers, and subsequently develop a close relationship with them. This research makes an important contribution to the brand personality literature through identifying a specific marketing approach (i.e., interpersonal personalization) as an effective strategy in developing a specific type of brand personality (i.e., sincerity). In sum, this research offers new view on how to manage close relationship with consumers, which is a significant practical implication for marketing managers.

The current study aimed to segment Mongolian female consumers based on luxury consumption values and to compare lifestyle, demographic characteristics, purchase behavior, and perceived brand personality among the segments. The survey was administered to consumers who had purchased luxury products in Ulaanbaatar, Mongolia. A total of 184 surveys were used for data analysis. Exploratory factor analysis revealed five luxury values: quality value, hedonic value, conspicuous value, social value, and unique value. Using the five luxury values, clustering analysis was conducted, showing that there were four distinct segments: passive shoppers, showoffs, rational value groups, and hedonists. ANOVAs and chi-square analyses revealed that these four segments differed in consumption values, demographic characteristics, lifestyle dimensions (including appearance consciousness, leisure orientation, life enjoyment, and achievement orientation), and purchase behavior (including purchase frequency, price of products purchased, and product selection criteria). Moreover, value segments showed differences in five dimensions of luxury brand personality: sincerity, professionalism/attractiveness, excitement, materialism, and sophistication. The results suggest that consumption values serve as a significant basis for segmentation. Furthermore, the current study indicates that value segments can be described as consumers’ perceived brand personality. The study concludes with a discussion of the results, theoretical and practical implications, and limitations.

In response to growing instability and a perceived over-commercialization also of luxury brands, there is a trend among consumers to search for meaning and for experiences that feel genuine. The “humanization” of brands may feed the consumers growing desire for authenticity. This paper combines the brand personality concept and brand anthropomorphization and introduces the notion of personality-driven brand management especially for luxury brands and high-end cultural and creative businesses. After an introduction into the concept of brand personality, and with reference to identitydriven brand management, we explain what personality-driven brand management actually means. When the focal point of brand management shifts to the enlivened brand, the brand personality becomes the main source of inspiration for brand-building and influences all branding decisions. With personality-driven branding, managers may leverage the full potential of brand anthropomorphization. For instance, it can help to turn the brand into a strong character, which can spark the employee’s enthusiasm and thus also the customer’s passion for the brand. As a prerequisite of (internal) brand anthropomorphization, managers need to decide what kind of person they would like their brand to represent. For this purpose, they can consult a framework of brand personality dimensions for some guidance. A central part of this paper is a study about the major dimensions of luxury brand personality. Results suggest that there exist five distinct luxury personality dimensions including tradition, modesty, elitism, eccentricity, and sensuality. They help brand managers to develop distinct brand personalities by encouraging them to decide between contrasting traits. After presenting the major strategies to bring a luxury brand personality alive, the paper discusses the benefits of personality-based brand management and concludes with some major lessons learned.

The main objective of this study is to compare the difference of consumers’ perception on brand context. The focal factors are brand equity, brand personality and perceived customer value. This would enhance the knowledge of cross-cultural brand equity and brand personality, especially in Fast-Fashion industry. In addition, the findings of this study show that, for a brand in different marketing context, how customers perceive the brand and contribute it to their value. The sample size of 800 consumers is applied (400 Japanese consumers and 400 Thai consumers. The focal brand is randomly selected by the researcher. The Structural Equation Modelling with multiple group analysis would be conducted for examining the differences of consumer perception on a Fast-Fashion brand. All major model fits indicator would be evaluated. Finally, the results of the study would be discussed.

The Chinese fashion market, which has typically been dominated by luxury brands, is expanding more into mid- to low-end fashion brands including global SPA (Specialty retailer of private label apparel) brands. This change in the Chinese fashion market is due to the growth of the middle class in China. The advance of the Chinese middle class is attributed to the fact that the wages of large city workers is improving due to the development of various industries, particularly IT. Recently, the Chinese government has initiated an anti-corruption movement, which has led to the prohibition of luxury goods consumption, and so the interest of Chinese potential fashion consumers has moved to the mid-to low-end fashion products imported from developed countries. In addition, young Chinese consumers' positive attitude toward online shopping is favorable for foreign mid-to low-end brands. These changes in the tastes of Chinese fashion consumers are favorable for Korean fashion brands in particular for several reasons. First, the Korean fashion industry does not have a history of producing luxury brands, but does produce many good mid- to low-end fashion brands. In addition, Chinese tend to consider Korean fashion and food culture as more developed and preferable due to the success of the Korean wave. Lastly, it is easy for Korean practitioners to offer online shopping and customer service. The emergence of mid- to low-end fashion brands started in Korea in the late 2000s when global SPA brands entered the market. Unlike Korea's soho brands, which are based on the "No-brand" strategy, global SPA brands have actually shaken up the market by offering reasonable prices for Korean domestic brand products that are of similar quality. Since then, consumers’ willingness to pay for clothing has been reduced even further in the Korean market even though the low-growth trend in the economy has stabilized. So, it is very important to analyze and study the consumption tendency for low and mid-priced fashion brands among both Chinese and Korean consumers. The purpose of this study was to investigate how Chinese and Korean consumers perceive the personality of mid- and low-priced fashion brands and how such personality affects brand loyalty, commitment, and perceived quality. Brand personality is a vital area of research since fashion products are a type of consumer good that is consumed by users close to the body and which can express the self and the personality to others. Aaker (1997) developed a brand personality measurement scale consisting of five dimensions which many researchers have used in exploring the brand personality dimension in various industries. In the study of fashion in particular, the dimension of brand personality has been explored and its effects have been analyzed. However, most of the research has focused on luxury or high priced brands. Also, the research has not compared cultures such as China and Korea in this regard. Therefore, this study explored how Chinese and Korean consumers perceive some of the mid- to low-end priced brands originating in Europe and Korea. Also, the research examined how multiple dimensions of brand personality affected perceived quality, commitment, and brand loyalty. This study assumed that perceived quality and commitment may mediate the relationship between brand personality dimensions and loyalty. In order to conduct quantitative research, this study adopted scales from the previous literature to measure the variables used in the research model. A professional online research company conducted the survey, which was designed to be administered only to potential consumers of mid-and low-priced fashion brands who had purchased one or both European and Korean brands which were suggested in the survey. Also, gender (female), residential area (Seoul, Beijing, Shanghai), and age (21-39 years old) were controlled for. In this research, the European origin brand was the global SPA (Zara, H & M, ONLY), and there were eight Korean brands, including “Style Nanda,” which is popular in China (Refer to Table 1). The data collected on the 250 Korean and 250 Chinese participants were analyzed using statistical package SPSS 20.0. The brand personality dimension was explored using factor analysis which applied Varimax rotation based on the principle component method. As a result, even though the items included were found to be somewhat different according to the country and origin of the brand, the brand personality dimensions of the European global brands turned out to be similar and reflected “TRENDY, SINCERITY, AND COMPETENCE.” Also, Chinese consumers’ perception of brand personality in Korean brands was found to be similar to their perception of European brands. However, Korean consumers’ perception of Korean brands, which are of course their own brands, was more diverse reflecting “TRENDY, SINCERITY, COMPETENCE, AND OUTGOING.” This seems to be because Korean consumers may have had more chance to experience Korean brands either online or offline through visiting stores or being exposed to a variety of marketing communications. Thus, because there are more Korean brands than European, Korean consumers may be able to have an accurate perception of the personality of Korean brands. The conceptual model of the current research includes the relationships among multiple dimensions of brand personality in perceived quality, commitment, and loyalty. Also, the mediating effect of quality and commitment between brand personality and loyalty was examined. In order to test the hypotheses, hierarchical multiple regression using SPSS was analyzed and is described in Table 2 in relation to European brands and in Table 3 in relation to Korean brands. As expected, brand personality dimensions that were found to be a significant factor in perceived quality, commitment, and loyalty were likely to vary based on Chinese or Korean perceptions. For Korean consumers’ perception of global brands, while TRENDY was likely to be the most powerful personality dimension forming brand loyalty, its impact on loyalty seemed not to be mediated by quality but rather by commitment. Also, the influences of COMPETENCE on loyalty were mediated by quality and commitment. For Chinese consumers’ perception of global brands, the impacts of SINCERITY as well as TRENDY on loyalty were found to be mediated by quality and commitment. In addition, COMPETENCE seemed to have a rather direct impact on quality, commitment, and loyalty without a mediating effect. For local brands, Korean consumers did not seem to rely on brand personality or commitment when considering brand loyalty. Since the R2 did not improve at all with adding mediating factors such as quality and commitment, there was found to be no mediating effects in the Korean cases for local brands. In particular, while TRENDY directly impacted loyalty, OUTGOING was found to be significant only in its impact on quality. On the other hand, all three dimensions of local brand personality turned out to be significant influencers on loyalty and quality for Chinese consumers. The impact of TRENDY and COMPETENCE on loyalty seems to be mediated by quality and commitment. In this study, we found that mid- to low-end fashion brands seemed to reflect valid brand personality according to the brand’s origin (global vs. local) as well as consumers’ culture (Chinese vs. Korean). Also, the effect of brand personality dimension was different. This study contributes to the study of brand personality and the Chinese fashion market by comparing a conceptual model of the consumption behavior of Chinese and Korean consumers in relation to mid and low-priced fashion brands and brand awareness formation. In particular, the research revealed differences between Chinese and Korean consumers, suggesting different approaches for Korean fashion practitioners who are planning on entering China, which has not only a similar market to that of Korea but also one that is familiar to Korean practitioners.

Increasingly, there is a rise of interests from practitioners and academics on the topic of consumer-brand relationships (CBR). It has been argued that consumer build relationship with a brand in consonance with its personalities. Thus, this study investigates the role of brand personality in predicting prominent CBR constructs, such as brand awareness, brand trust, and brand loyalty. Researchers consider brand personality as one of the prominent constructs in predicting consumer preferences and choices (e.g. Eisend & Stokburger-Sauer, 2013; Gordon, Zainuddin, & Magee, 2016; Guèvremont & Grohmann, 2013). It has been established that brands are capable to have personalities (Aaker, 1997; Geuens, Weijters, & De Wulf, 2009). The study of brand personality flourished since Aaker (1997) created a brand personality scale (BPS). According to her, brand personality reflects five main dimensions: sincerity, excitement, competence, sophistication, and ruggedness. Out of these dimensions, many studies mainly focus on two dimensions, sincerity and excitement respectively (e.g. Aaker, Benet-Martinez, & Garolera, 2001; Hosany, Ekinci, & Uysal, 2006; Ivens & Valta, 2012; Sung, Choi, Ahn, & Song, 2015). These studies consider these two dimensions to be of important since these dimensions appear to capture much of the variance in personality ratings of brands (Aaker, 1997) and are considered prominent to the marketing landscape (Aaker, Fournier, & Brasel, 2004; Guèvremont & Grohmann, 2013; Toldos-Romero & Orozco-Gómez, 2015). Although Aaker's BPS represents the most prominent operationalization of brand personality (Eisend & Stokburger-Sauer, 2013; Matzler, Strobl, Stokburger-Sauer, Bobovnicky, & Bauer, 2016; Freling, Crosno, & Henard, 2011), her model has been the subject of several critiques. Researchers argue that the scale measures brand identity rather than brand personality (Azoulay & Kapferer, 2003), the scale is too general and simplistic (Austin, Siguaw, & Mattila, 2003), the scale does not include negative factors (Bosnjak, Bochmann, & Hufschmidt, 2007), and the scale is non-generalizable and non-replicable cross culturally (Arora & Stoner, 2009; Geuens et al., 2009). These shortcomings led researchers to construct an alternative to Aaker’s BPS. Geuens et al. (2009) develop a new measure of brand personality, which includes five dimensions: responsibility, activity, aggressiveness, simplicity, and emotionality. Although many studies scrutinize on Aaker’s brand personality scale, only limited studies apply Geuens et al.’s BPS (e.g. Garsvaite & Caruana, 2014; Goldsmith & Goldsmith, 2012; Gordon et al., 2016; Matzler et al., 2016). Thus, the present study investigates the relationships between brand personality, using Geuens et al.’s (2009) scale, and three important consumer-brand relationships (CBR) constructs. These three constructs are brand awareness, brand trust, and brand loyalty. Aaker (1991) conceptualize brand equity to include five important constructs, which includes brand awareness and brand loyalty. Meanwhile, Keller (1993) notes that brand knowledge is an important component of brand equity, consists of brand awareness and brand image. In addition, brand trust has been considered to be essential in influencing brand performance (Chaudhuri & Holbrook, 2001). Hence, the focus of the present study lies on these three variables. As it has been discussed above, researchers consider sincerity and excitement to be essential in investigating consumer behavior. In light of a shortage of studies in applying Geuens et al.’s (2009) BPS, the present study examines two personality dimensions, which are conceptually similar to Aaker’s (1997) BPS: responsibility to replace sincerity and activity to replace excitement (see Table 1). To the best of our knowledge, no research has investigated the relationships between these three consumer-brand relationships constructs (i.e. brand awareness, brand trust and brand loyalty) and the two most relevant brand personality dimensions (i.e. responsibility and activity). The present study contributes to the marketing literature in three different ways. First, this study adds to the body of knowledge on the relationship between brand personality and CBR constructs using the new measure of BPS. Second, this study assesses the individual level of the new BPS, particularly responsibility and activity, on the three CBR constructs. In doing so, this study responds Keller and Lehmann’s (2006) and Geuens et al.’s (2009) call to assess the individual capacity of the brand personality dimensions to get consumer preference or loyalty. Third, this study displays which out of the two dimensions of the new BPS (i.e. responsible and active) are more important to predict the three CBR constructs. In this research, data were collected from Spanish respondents using online survey with snowballing technique. In total, 347 respondents participated in the survey. After checking for incomplete questionnaires and missing values, 8 questionnaires were dropped. Hence, 339 questionnaires were used for the analysis. Before conducting multivariate analysis, normality tests were conducted. The measurement and structural models was tested using AMOS 18, employing the Maximum Likelihood (ML) method. We find that brand personality predicts these three CBR constructs. Brand personality explains 56%, 58%, and 45% of the variance in brand awareness, brand trust, and brand loyalty, respectively. The results show that the strongest link is between brand personality and brand trust. Su and Tong (2015) find that there is no relationship between exciting personality and brand awareness. On the contrary, this study displays that being an active brand leads to higher brand awareness. Even the results show that active brands are more likely to build brand awareness compared to responsible brands. However, in order to build brand trust and brand loyalty, responsible brands are more preferred compared to active brands. These results are in line with Eisend and Stokburger-Sauer (2013) that reveal weak relationships between excitement on brand attitude and brand commitment. These days, consumers prefer the brands to be more responsible or sincere. As Kotler (2011) argues that there is a shift in marketing that consumers pay more attention toward social responsibilities. Interestingly, the results show that being too active could negatively affect brand trust and brand loyalty. Although the association is not statistically significant, Banerjee (2016) finds that excitement brand personality has a negative association with brand preference. A study also finds that excitement does not predict employer brand trust (Rampl & Kenning, 2014). One explanation could be that the brands would like to be something that is an opposite of what they are claiming. Guèvremont and Grohmann (2013) argue that when a sincere brand attempts to flatter the consumers, it decreases brand attitude and increases disappointment. However, this does not occur when flattery comes from exciting brands. Brand managers should be very careful in communicating their brands personalities. Communicating to the consumers that their brands are responsible as well as active is good. However, brand managers should understand the interplay between these two opposing personalities. Consumers may believe that the brand is a responsible brand but also a little bit active. However, communicating two different opposing personalities at the same time may confuse the consumers. This is due to consumers’ disconfirmation of expectations (Guèvremont & Grohmann, 2013). Although this study enlightens the literature of brand management, it is not without its limitations. This study collects data from a cross-sectional study in Spain. In order to generalize the results of this study, future studies should replicate the conceptual framework cross culturally. Particularly on the negative effects of active personality toward the three CBR constructs. Furthermore, Spanish has been regarded as individuals with high uncertainty avoidance (Hofstede, 2001). Uncertainty avoidance increases the reliability of the brand personality dimensions, namely sincerity and excitement (Eisend & Stokburger-Sauer, 2013). Thus, it would be interesting to know whether differences occur between high and low uncertainty avoidance respondents. In addition, future studies should also account for other individual differences, such as attachment style. Japutra, Ekinci, Simkin, and Nguyen (2014) note that attachment style plays a prominent role in predicting consumer behaviors.

본 연구에서는 외식시장에서 패스트푸드로 대표되는 햄버 거 브랜드들의 이미지가 현재 소비자들에게 어떻게 인지되 고 있으며, 향후 어떠한 이미지로 변화하는 것이 경쟁이 치 열한 시장에서 효과적인 마케팅전략이 될 것인가를 분석하 고자 하였다. 즉, 브랜드 개성을 적용하여 지각도 구축을 통 한 재포지셔닝 전략을 제시하고자 하였다. 실증분석결과는 다음과 같다. 첫째, 패스트푸드 브랜드 개 성은 ‘친숙함’, ‘활발함’, ‘전문성’, ‘신뢰성’, ‘세련성’ 등 다 섯 가지 요인으로 도출되었다. 둘째, 다섯 가지 브랜드 개성 요인을 기초로 바이플롯(Biplot)을 이용하여 전체집단의 지 각도를 도출한 결과 ‘맥도날도’와 ‘롯데리아’가 가장 서로 가 깝게 위치하고 있으며, 이는 소비자의 인지 상에 서로 경쟁 관계에 놓여있음을 파악할 수 있었다. 그리고 ‘KFC’와 ‘버거킹’이 비교적 독립된 위상을 차지하고 있으며, ‘맥도날드’ 와 ‘롯데리아’는 ‘친숙성’, ‘맘스터치’는 ‘열정’과 ‘신뢰성’ 및 ‘세련성’이라는 브랜드 개성을 지니고 있는 것으로 나타났 다. 이에 반해 ‘버거킹’은 여타 다른 브랜드 속성들과는 다 소 거리가 떨어져 있음을 파악하였다. 이는 소비자들에게 다 른 브랜드와 차별화된 독특한 브랜드 개성 이미지가 부족하 다는 것으로 평가할 수 있다. 셋째, 성별, 브랜드 신뢰도, 브랜드 만족도 등에 따른 세분 집단 간 지각도를 도출한 결과 서로 집단 간 유의한 차이가 있는 것으로 나타났다. 구체적으로 남성의 경우 가장 차별화 된 브랜드 개성 속성으로 ‘세련성’과 ‘친숙성’이며, ‘맥도날 드’와 ‘롯데리아’가 서로 유사 이미지로 인지되고 있는 것으 로 나타났다. 여성의 경우는 ‘신뢰성’이 가장 차별화된 브랜 드 개성 이미지로 나타났으며, ‘맘스터치’가 ‘신뢰성’, ‘KFC’ 가 ‘전문성’을 지닌 것으로 나타났다. 브랜드 신뢰도가 낮은 세분집단에서는 ‘전문성’과 ‘세련성’이 가장 차별환 된 속성 으로 나타났으며 ‘맥도날드’가 ‘친숙성’과 ‘열정’ 이미지를 지닌 브랜드로 인지하고 있는 것으로 나타났다. 브랜드 신뢰 도가 높은 세분집단의 경우는 ‘친숙성’이 최대속성으로 나타 나며 ‘롯데리아’가 그러한 브랜드 개성 이미지를 가장 많이 지닌 것으로 나타났다. ‘BBQ’가 ‘열정’과 ‘신뢰성’, ‘KFC’가 ‘전문성’을 지닌 것으로 나타나고 있다. 브랜드 저만족도 집 단에서는 ‘세련성’이 가장 차별화된 최대속성으로 나타나며, ‘전문성’이 최소속성으로 나타나고 있다. ‘KFC’가 ‘세련성’, ‘맘스터치’가 ‘신뢰성’과 ‘열정’을 지닌 브랜드로 인지되고 있 는 것으로 나타났다. 브랜드 고만족도 집단에서는 ‘열정’이 가장 차별화된 속성으로 나타나며 여기에는 ‘BBQ’가 가장 가까운 브랜드로 인지되고 있으며, ‘전문성’이 최소 속성으 로 ‘맘스터치’가 가장 가까이 위치하고 있다. 그리고 ‘롯데리 아’가 ‘친숙함’에 가장 가까우며 그리고 유사 이미지 브랜드 로는 ‘맥도날드’와 경쟁관계에 있는 것으로 나타났다. ‘버거 킹’은 ‘신뢰성’ 이미지요인에 가장 가까이 하고 있음을 살펴 볼 수 있다. 마지막으로 소비자들이 어떤 브랜드 개성 이미지를 가장 선호하는지와 그 이상점이 무엇인지를 파악하기 위해 비교 대상 브랜드 여섯 개의 선호도를 조사하여 각 브랜드의 선호집단과 이상점 벡터를 구하였다. 그 결과 전체집단은 ‘맘 스터치’를 가장 선호하며, 이의 브랜드 개성 이미지요인으로 는 ‘열정’, ‘신뢰성’, ‘세련성’을 지닌 것으로 평가받고 있었 다. 그리고 전체집단의 최대속성은 ‘친숙성’으로 향후 시장 에서 ‘친숙성’이미지를 좀 더 보완하는 전략을 구축할 필요 가 있다. 남성들은 ‘맥도날드’를 가장 선호하며 ‘친숙성’을 지닌 브랜드로 인지하고 있다. ‘맥도날드’는 향후 시장에서 ‘세련성’과 ‘전문성’을 좀 더 보완하는 재포지셔닝전략을 구 축할 필요가 있다. 여성들은 ‘KFC’와 ‘맘스터치’를 가장 선 호하며 이들 브랜드에 대해 ‘전문성’과 ‘신뢰성’을 지닌 것으 로 인지하고 있다. 앞으로 경쟁시장에서 ‘열정’ 이미지요인 을 더 보완하는 전략이 필요하다. 브랜드 신뢰도와 만족도가 낮은 집단은 ‘KFC’를 가장 선호하며 각각 ‘신뢰성’과 ‘세련 성’을 지닌 것으로 평가하고 있으며 추가적으로 ‘전문성’과 ‘열정’을 보완하는 전략이 필요하다. 마지막으로 브랜드신뢰 도와 만족도가 높은 집단에서는 ‘맥도날드’를 가장 선호하며 ‘전문성’과 ‘친숙성’을 지닌 브랜드로 인지하고 있는 것으로 나타났다. ‘맥도날드’와 ‘롯데리아’는 현재 시장에서 시장점 유율 우위에 있으나 후발 브랜드 ‘맘스터치’의 ‘신뢰성’과 ‘KFC’의 ‘전문성’에는 다소 부족한 브랜드 개성 이미지를 지 니고 있음을 파악할 수가 있었다. 따라서 이에 대한 보완전 략이 수립되어야 할 것이다. 기존의 선행연구에서도 패스트푸드 햄버거의 브랜드 개성 은 종종 도출하였다. 그러나 지각도상에서 비교대상 브랜드 의 경쟁관계와 그 이상점은 구체적으로 제시하지 못하였다. 시장에서 서로 경쟁관계에 있는 패스트푸드 햄버거 브랜드 이미지를 공간 지각도상에 도출하여 재포지셔닝 전략을 개 발한 것에 본 연구의 차별성이 존재한다고 볼 수 있다. 하지만 본 연구는 다음과 같은 한계점을 내포하고 있다. 브랜드 개성을 평가하는 속성변수들이 선행연구들을 참고로 그대로 적용한 것으로 향후에는 급변하고 있는 시장의 변화 를 적용한 다양한 속성변수들이 추가적으로 개발되어야 할 것이다. 또한 표본의 대표성문제가 있다. 부산지역 대학생들 을 대상으로 자료를 수집한 데 그 한계점이 있다. 추가연구 에서는 다양한 연령층, 지역 및 직업군 등을 고려한 연구가 진행되기를 기대한다.

New communication challenges for companies that use social media are: 1) the knowledge and control of the degree of alignment between communicated and perceived brand personality in order to measure the effectiveness of competitive positioning, and 2) the measurement of engagement among consumers who share comments about brands in online communities. Our research proposes research tools that can help fashion companies meet these challenges. In particular, we present an innovative methodological approach that combines netnography and text-mining to extract and analyze data from online communities of fashion brands.

This paper attempts to develop a new more representative typology exclusively for luxury brand personalities addressing the conceptual and methodological limitations of previous works. Existing brand personality measures (e.g. Aaker, 1997; Geuens, Weijters, & Wulf, 2009; Sweeney & Brandon, 2006) are grounded on human personality taxonomies, thereby rendering their ability to accurately capture the essence of luxury brand personality doubtful. They also inherit some of the conceptual and methodological issues from Aaker’s (1997) work, for which it has been recently criticised. This evidence points towards the need for a new measurement tool for luxury brands developed from scratch. Recognising the need to provide solid foundations of the luxury brand personality traits, the present paper uses lexical approach similar to the way it was used in the human personality scale development research (Cattell, 1943; Goldberg, 1982; John, Angleitner, & Ostendorf, 1988). The main reason for using natural language as a source of luxury brand personality attributes is based on the key assumption behind the lexical approach that most important individual differences will be encrypted into the language in the course of time (John et al., 1988). Embracing this assumption, we believe that the use of luxury brand personality descriptors in the natural language will determine their importance. The first step involved doing online text mining to learn how consumers describe various luxury brands, thereby generating a pool of items. Also, in-depth interviews were undertaken with frequent luxury buyers using Kelly’s repertory grid technique to facilitate construct elicitation. Next, the list of characteristics was screened against Norman’s (1967) comprehensive list of personality traits to ensure that only personality traits were retained in the pool. Finally, a new framework was developed by means of assigning items into different dimensions based on semantic similarities of traits and was juxtaposed with existing brand personality measures. Luxury brand personality appears to comprise twelve salient personality dimensions that cannot be directly matched with existing personality measures. The new typology reveals some unique traits and dimensions that could improve the construct’s content validity and facilitate marketers’ branding decisions. Comparisons with other frameworks support the view that luxury brand personalities are different in consumers’ common parlance and require a separate measure. Some concerns related to the consistency and also content and construct validity are highlighted in this work and call for further examination.

Based on research on human personality perception, we propose that endorsers in advertisements transfer metaphoric meaning of their body postures to customers’ brand perceptions and discuss them as a neglected antecedent of brand personality. Our findings suggest that the body posture of endorsers generally enforces brand personality perceptions.

This study builds upon the scant brand personality (BP) literature in services and highlights its applicability to services marketing, which is critical given increasing interest in building favourable service brands. This study examines the impact of Geuens, Weijters and De Wulf’s, (2009) BP measure, an arguably theoretically superior measure of BP to Aaker’s (1997), into an accepted nomological net by Chaudhuri and Holbrook (2001), and tests the extent to which BP dimensions determine behavioural outcomes in services (Geuens et al., 2009).

This study identified the brand personality of domestic take-out coffee shops and examined its effects on customer satisfaction and brand loyalty. The research subjects were college students in Busan who visited a coffee house. Overall, four major empirical results were obtained. First, five factors of brand personality were identified: "energy", "competence", "familiarity", "reliability", and "sophistication". Second, all brand personality factors had significant effects on customer satisfaction, but "familiarity" (β=0.429) and "reliability" (β=0.381) appeared to have the greatest effects. Third, brand personality factors had significant effects on brand loyalty, with"reliability" (β=0.447) appearing to have the greatest effect on brand loyalty. Fourth, customer satisfaction had a significant effect on consumer brand loyalty. These results show that brand personality can be an important means of marketing differentiation in an intense competitive coffee market atmosphereto increase customer satisfaction and build brand equity.

This study investigated and compared the brand personality of domestically run family restaurants with quick service restaurants. Information was elicited from respective patrons using self-administered questionnaires which asked questions on recognizable brand characteristic and attributes of each restaurant through image maps. Data from the self-administrated questionnaires were collected and analysed using comparative statistical analysis, including frequency, t-test, chi-square, factor analysis, reliability analysis and correspondence analysis. Overall, patrons identified 5 factors which they used to rank individual restaurants; sophistication, competence, likeableness, trendiness, and ruggedness. Overall results showed the family restaurants that scored highly on likeableness and trendiness were Outback and TGIF. Furthermore, Vips was the only family restaurants that scored highly in ruggedness. In relation to quick service restaurants, Lotteria scored highest for competence while McDonalds and Burger King scored best for sophistication. Limitations and future research directions are also discussed.