Brand personality: theory and dimensionality

Gary Davies, José I. Rojas-Méndez, Susan Whelan, Melisa Mete, Theresa Loo
  • Journal of Product & Brand Management, March 2018, Emerald
  • DOI: 10.1108/jpbm-06-2017-1499

Many dimensions of brand personality have been identified but which are supported by theory

What is it about?

Both signalling theory and the stereotype content model suggest that humans and brands communicate their Warmth/Sincerity/Trustworthiness, Competence and Status. Empirical work on brand personality however identifies around 16 different dimensions. We argue that only those relevant to signalling/perception theory should be seen as truly generic and that other dimensions should be seen as context specific.

Why is it important?

The original idea of a generic scale to measure brand associations has been lost in a plethora of 'new' dimension, making it increasingly difficult to compare between studies. All future studies should include measures of theoretically grounded dimensions. .


Gary Davies (Author)
University of Chester

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