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Brand personality factor based models: A critical review

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  • Avis, Mark

Abstract

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, and these raise questions about what exactly the factor models are measuring. This paper introduces and explains the problems of category confusions, domain meaning shifts, and the descriptor selection problem. In doing so, the paper extends existing critiques of the methods in brand personality factor research, and raises questions about the validity of current factor based models. The paper concludes with a recommendation that brand personality researchers re-evaluate their models and the brand personality concept, and that brand personality returns to its roots in qualitative projective methods.

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  • Avis, Mark, 2012. "Brand personality factor based models: A critical review," Australasian marketing journal, Elsevier, vol. 20(1), pages 89-96.
    • Handle: RePEc:eee:aumajo:v:20:y:2012:i:1:p:89-96
    DOI: 10.1016/j.ausmj.2011.08.003
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    Cited by:

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    3. repec:jes:wpaper:y:2013:v:5:p:626-644 is not listed on IDEAS
    4. Davis, Robert & Piven, Inna & Breazeale, Michael, 2014. "Conceptualizing the brand in social media community: The five sources model," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 468-481.
    5. Amraei, Mohammad Javad & Tirtashi, Nasrollah Khalili, 2018. "Investigating the Impact of Brand Personality Dimensions on Customer Responses," OSF Preprints sn5xm, Center for Open Science.
    6. Sandra Maria Correia Loureiro & Rui Lopes & Hans Ruediger Kaufmann, 2014. "How brand personality, brand identification and service quality influence service brand equity," Cogent Business & Management, Taylor & Francis Journals, vol. 1(1), pages 1-1, October.
    7. Oana Tugulea & Claudia Bobalca & Camelia Soponaru, 2013. "City Brand Personality – An International Concept With Regional Appliance In The Tourism Development Strategy," CES Working Papers, Centre for European Studies, Alexandru Ioan Cuza University, vol. 5(4), pages 626-644, December.
    8. Donvito, Raffaele & Aiello, Gaetano & Grazzini, Laura & Godey, Bruno & Pederzoli, Daniele & Wiedmann, Klaus-Peter & Halliburton, Chris & Chan, Priscilla & Tsuchiya, Junji & Skorobogatykh, Irina Ivanov, 2020. "Does personality congruence explain luxury brand attachment? The results of an international research study," Journal of Business Research, Elsevier, vol. 120(C), pages 462-472.
    9. Lara-Rodríguez, Juan Sebastián & Rojas-Contreras, Camilo & Duque Oliva, Edison Jair, 2019. "Discovering emerging research topics for brand personality: A bibliometric analysis," Australasian marketing journal, Elsevier, vol. 27(4), pages 261-272.
    10. Sandra Maria Correia Loureiro & Rui Lopes & Hans Ruediger Kaufmann & Len Tiu Wright, 2014. "How brand personality, brand identification and service quality influence service brand equity," Cogent Business & Management, Taylor & Francis Journals, vol. 1(1), pages 981329-9813, December.

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