By investigating the personality congruence between brands and sporting events, this study explores which brands and sporting events fit together best. The results of our survey, which included 373 student-subjects, showed that the pairing of “sincerity” brands and “diligence” sporting events yielded the best brand-event personality fit and sponsorship effectiveness. Through structural-relation...

Due to sheer volume of advertising stimuli and increasingly sophisticated consumer demands it’s not sufficient enough for marketers to build up a unique image of their brand. Even more they have to create a character behind their brand – a brand personality. Although the concept of brand personality is quite popular for existing brands across cultures the aim of this study is to address the res...

Brand personality has become an increasingly important concept within brand theory and factor based research is the method most widely used in the study of brand personality. There have been critiques of some aspects of early factor models, leading to an evolution and improvement in the methods used in factor model development. However, several problems remain which have yet to be addressed, an...

What are the effects of forced exposure to the brand website on perceived brand personality? An experiment with random assignment to exposure vs. control (nonexposure) groups for ten websites is analysed. Three covariates are included to test their impact on brand personality after website exposure: product type (utilitarian/ functional vs. auto-expressive), enduring involvement with the produc...

Human needs give way to the engagement of consumers in different activities which provide avenues for self-expression or to experience the anticipated emotional benefits that differentiate them from others. One such category of consumers is termed as Sensation Seekers. This research study explores the phenomenon of congruence and examines the correlation between sensation, brand personality and...

This study focuses on the impact of two antecedents of retailer personality (grasped by five personality traits: introversion, conscientiousness, agreeableness, sophistication and disingenuousness), on trust and attitude toward the private brand, as well as on one major consequence of these three concepts, loyalty to the retailer. Data were collected through a natural experiment on a convenienc...

Considerable attention has been given to the notion that there exists a set of human-like characteristics associated with brands, referred to as brand personality. Here we combine newly available machine learning techniques with functional neuroimaging data to characterize the set of processes that give rise to these associations. We show that brand personality traits exist a priori inside the ...

A brand personality scale is developed and tested with a large and carefully selected sample of car owners in Germany. Exploratory and confirmatory factor analyses were used to validate the actual structure of the brand personality scale. Recent research has swiftly leapt ahead to cross–cultural brand personality research without paying very much attention to the correct application of brand pe...