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[Abstract]
This article examines the role of the perception of brand personality in consumers' brand preference, attitude, loyalty, and buying intent (PALI). A survey was carried out to measure, through a comparative approach, the opinions of 230 consumers of two brands: NIKE and SONY. After validating the brand personality inventory in China, a positive connotation is discovered.
[Keywords] Brand personality; NIKE; SONY; PALI; personality inventory
Theoretical Background
Amongst the existing researches about brand equity, a key focus is devoted to the image of brand. Kapferer and Thoening (1994) indicated that brand image is the set of mental representations, emotional and/or cognitive, an individual or a group of individuals ascribe to a brand or to an organization. Brand personality is one of the essential elements of brand image. What is brand personality? Plummer (1985) defines brand personality as being perceptions of consumers about a brand. The brand has a special personality profile. According to David Aaker, in fact, any brand has an identity and nature, i.e. a brand personality profile. It tends to serve a symbolic or self-expressive function (Keller, 1993). Some researchers define brand personality from its expression. Upshaw (1995) thinks that the brand personality is same as the brand image or the brand reputation. In fact, the appearance of a brand is the external personality shown by the brand, like that of a person. All external personality is something that is given to the life of a brand, and it also serves as the link between the brand and the consumers either now or in the future. The more fascinating a brand, the more emotional is the communication with the consumers. Therefore, like the idea of Macrcac (1996), communication with consumers has the characteristics of variability dependent on brand personality profiles.
Moreover, some researchers define the brand personality from its construction. Rajeev Batra (1999) thinks that the brand personality is the internal link of the whole brand image. It includes (but is not limited to) all of the relationships among the brand specialty, the brand identity, and the lifestyle and characteristics of a consumer. All such relationships create the entire image of a brand. Langmeyer (1994) thinks, a brand personality is constructed by its characteristics and the fascinating reaction process of consumers...