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A Curious Case of Business-media Brand Personality Scale

Author

Listed:
  • Abhishek Kumar
  • R. Venkatesh Kumar

Abstract

Brand personality is a useful theoretical construct in media industry as the industry thrives on the stable and sticky relationship between the consumer and the brand. The construct may be leveraged meaningfully if it may be defined with greater precision in the media context. The extant brand personality scales are largely focused on news media, television media or print media. Large swaths of media are still uncovered, namely, sports, music and business. Business media has emerged as the second alternative to general entertainment media in terms of business and audience. This article attempts to understand the research effort so far in understanding brand personality scales in media industry, identifies a gap of non-existent scale for business-media industry and creates a brand personality scale for business media. The methodology adopted is a combination of quantitative and qualitative approach and 14 dimensions that constitute business-media brand personality scale are identified.

Suggested Citation

  • Abhishek Kumar & R. Venkatesh Kumar, 2015. "A Curious Case of Business-media Brand Personality Scale," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 40(1-2), pages 95-108, February.
    • Handle: RePEc:sae:manlab:v:40:y:2015:i:1-2:p:95-108
    DOI: 10.1177/0258042X15601535
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    References listed on IDEAS

    as
    1. Geuens, Maggie & Weijters, Bert & De Wulf, Kristof, 2009. "A new measure of brand personality," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 97-107.
    2. Marie-Noëlle Koebel & Richard Ladwein, 1999. "L'échelle de personnalité de la marque de Jennifer Aaker : Adaptation au contexte français," Post-Print halshs-02925794, HAL.
    3. Aaker, Jennifer & Benet-Martinez, Veronica & Garolera, Jordi, 2001. "Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs," Research Papers 1668r, Stanford University, Graduate School of Business.
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