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Measuring and managing the essence of a brand personality

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  • Johan Rekom
  • Gabriele Jacobs
  • Peeter Verlegh

Abstract

Brand managers constantly face the dilemma of adapting their brands to changing consumer taste without diluting the brand’s essence. This study presents an approach that can be used to establish which features constitute the essence of a brand, and how candidate new features would affect the perceived essence of the brand. We build on Ahn’s (1998) causal status hypothesis, which holds that the essence of concepts (e.g., brands) consists of those features perceived to cause most other features of the brand. We empirically illustrate how this approach provides important information about consumer perceptions of envisaged changes to an existing brand. Copyright Springer Science + Business Media, LLC 2006

Suggested Citation

  • Johan Rekom & Gabriele Jacobs & Peeter Verlegh, 2006. "Measuring and managing the essence of a brand personality," Marketing Letters, Springer, vol. 17(3), pages 181-192, July.
    • Handle: RePEc:kap:mktlet:v:17:y:2006:i:3:p:181-192
    DOI: 10.1007/s11002-006-5362-5
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    References listed on IDEAS

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    1. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
    2. Géraldine Michel & Tim Ambler, 1999. "Establishing brand essence across borders," Post-Print hal-02051150, HAL.
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    Cited by:

    1. Mohammad Hakkak & Hojjat Vahdati & Seyyed Hadi Mousavi Nejad, 2015. "Study the Role of Customer-Based Brand Equity in the Brand Personality Effect on Purchase Intention," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 5(7), pages 369-381, July.
    2. 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.
    3. Sakhhi Chhabra, 2016. "Designing value proposition for passenger cars based on customer`s preferred attributes: An emerging market perspective," Asian Journal of Empirical Research, Asian Economic and Social Society, vol. 6(8), pages 210-227, August.
    4. Murat Akin, 2017. "The Impacts of Brand Personality on Brand Loyalty: A Research on Automobile Brands in Turkey," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(2), pages 134-145, April.
    5. Yeh, Ching-Hsuan & Wang, Yi-Shun & Yieh, Kaili, 2016. "Predicting smartphone brand loyalty: Consumer value and consumer-brand identification perspectives," International Journal of Information Management, Elsevier, vol. 36(3), pages 245-257.
    6. Mittheera Leelayudthyothin & Amon Boontore, 2019. "Residential versus organizational preferences toward logo of property developer in Thailand," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 5(3), pages 153-160.
    7. Huifang Mao & Xingbo Li & Kalpesh Kaushik Desai & Shailendra Pratap Jain, 2016. "Self-construal and feature centrality," Marketing Letters, Springer, vol. 27(4), pages 781-789, December.
    8. Killian, Ginger & McManus, Kristy, 2015. "A marketing communications approach for the digital era: Managerial guidelines for social media integration," Business Horizons, Elsevier, vol. 58(5), pages 539-549.
    9. Tóth, Zsófia & Thiesbrummel, Christoph & Henneberg, Stephan C. & Naudé, Peter, 2015. "Understanding configurations of relational attractiveness of the customer firm using fuzzy set QCA," Journal of Business Research, Elsevier, vol. 68(3), pages 723-734.
    10. Möller, Jana & Herm, Steffen, 2013. "Shaping Retail Brand Personality Perceptions by Bodily Experiences," Journal of Retailing, Elsevier, vol. 89(4), pages 438-446.
    11. Dirsehan, Taşkın & Kurtuluş, Sema, 2018. "Measuring brand image using a cognitive approach: Representing brands as a network in the Turkish airline industry," Journal of Air Transport Management, Elsevier, vol. 67(C), pages 85-93.
    12. Anant Jyoti Badgaiyan & Saumya Dixit & Anshul Verma, 2017. "If brands are people, then people are impulsive—assessing the connection between brand personality and impulsive buying behaviour," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 622-638, November.
    13. Pham Thi Minh Ly & Le Tuan Loc, 2017. "The Relationship between Brand Experience, Brand Personality and Customer Loyalty," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 16(2), pages 109-126, December.
    14. Matzler, Kurt & Strobl, Andreas & Stokburger-Sauer, Nicola & Bobovnicky, Artur & Bauer, Florian, 2016. "Brand personality and culture: The role of cultural differences on the impact of brand personality perceptions on tourists' visit intentions," Tourism Management, Elsevier, vol. 52(C), pages 507-520.
    15. repec:hum:wpaper:sfb649dp2012-064 is not listed on IDEAS
    16. van Rekom, Johan & Verlegh, Peeter W.J. & Slokkers, Robert, 2009. "The owner's edge: Brand ownership influences causal maps," Journal of Business Research, Elsevier, vol. 62(3), pages 339-344, March.
    17. Xiaobing Xu & Rong Chen & Maggie Wenjing Liu, 2017. "The effects of uppercase and lowercase wordmarks on brand perceptions," Marketing Letters, Springer, vol. 28(3), pages 449-460, September.
    18. Tischer, Sven, 2012. "Measuring the impact of critical incidents on brand personality," SFB 649 Discussion Papers 2012-064, Humboldt University Berlin, Collaborative Research Center 649: Economic Risk.
    19. Kim, Pielah & Vaidyanathan, Rajiv & Chang, Hua & Stoel, Leslie, 2018. "Using brand alliances with artists to expand retail brand personality," Journal of Business Research, Elsevier, vol. 85(C), pages 424-433.
    20. Jijo George & Victor Anandkumar, 2018. "Dimensions of Product Brand Personality," Vision, , vol. 22(4), pages 377-386, December.
    21. Romaniuk, Jenni, 2013. "Modeling mental market share," Journal of Business Research, Elsevier, vol. 66(2), pages 188-195.

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    Keywords

    Branding; Positioning;

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