What is it about?
The success of a brand relies on the extent to which it differentiates itself from the myriad of competitors. As brands seek to become distinctive, brand personality is viewed as a viable metaphor for understanding consumers’ perceptions of brands and for crafting a unique identity in their minds. Measurement and management of brand personality becomes significant in this regard.
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Why is it important?
Most of the existing brand personality scales are either designed to measure the brand personality construct in general or to measure particular categories of brands. There is a lack of a scale which measures the personality of product brands as such. This study tries to fill this lacuna by creating a Product Brand Personality Scale (PBPS).
Perspectives
This research will benefit both academicians and practitioners, as for practitioners, the new PBPS will serve in their efforts to design, build and manage the personality of their product brands. Again, this research has significant implications for theorizing product brand personality and contributes to marketing theory in terms of a tool to measure product brand personality. Originality and novelty: This is the only study hitherto conducted to uncover the brand personality dimensions focusing on product brands alone (product brand personality). Also, this research adopts a ‘meso’ perspective against micro and macro perspectives of brand personality measurement. Further, context-wise, this is the first India-specific study to develop a scale to measure product brand personality.
JIJO GEORGE
Pondicherry University
Read the Original
This page is a summary of: Dimensions of Product Brand Personality, Vision The Journal of Business Perspective, November 2018, SAGE Publications,
DOI: 10.1177/0972262918803496.
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