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A Prototype of Multicomponent Brand Personality Structure: A Consumption Synmbolism Approach
Author(s) -
Lee EunJung
Publication year - 2013
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20596
Subject(s) - psychology , schema (genetic algorithms) , sociocultural evolution , personality , advertising , narrative , perspective (graphical) , context (archaeology) , social psychology , sociology , business , computer science , visual arts , art , anthropology , paleontology , literature , machine learning , biology
Brand personality ( BP ) in the postmodern marketplace encompasses a variety of anthropomorphized attributes associated with a brand, reflecting on a wide spectrum of social, cultural, and psychological associations capturing various aspects in everyday life stories of consumers. Most prior research on BP , however, has employed a psychology‐based approach, and has not yet fully demonstrated the concept's market‐driven scope in the contemporary brand schema. To bridge the gap between the practitioner and scholar, this study employed a consumption symbolism approach to develop a multicomponent structure of BP . A qualitative study was conducted with 36 brands of six product/service categories (fashion/luxury, beverage, automotive, personal computer, cosmetics, and retailer) within a specific context ( S outh K orea). The results yielded a prototype of multicomponent BP structure consisting of one psychological component (traits) and three sociocultural components (narratives of socioeconomic/life scene/physical variability). The findings of the study broaden the current understanding of BP by suggesting a multidisciplinary perspective embracing its sociocultural aspects, and by empirically demonstrating the prototype reflecting on a wide spectrum of consumer narratives.