Sources of Brand Personality: a Survey of Ten Brands

Natalia Maehle, Norwegian School of Economics and Business Administration, Norway
Magne Supphellen, Norwegian School of Economics and Business Administration, Norway
The personality of brands (their human-like characteristics) may strongly influence brand attitudes and purchase intentions. A number of studies have addressed measurement issues and effects of brand personality. However, there is lack of research on how brand personalities are formed. We hypothesize that brand personality dimensions (Sincerity, Excitement, Competence, Sophistication, and Ruggedness) differ in their nature and come from different sources. A survey of ten brands was conducted to test this assumption. The results show strong support for our hypothesis. Moreover, we found systematic differences regarding which sources are relevant for building each dimension.
[ to cite ]:
Natalia Maehle and Magne Supphellen (2008) ,"Sources of Brand Personality: a Survey of Ten Brands", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 915-916.