A1 Refereed original research article in a scientific journal
‘Mirror, mirror on the wall, which brand is like me most of all?’: Integrating consumers into brand personality measurement – Integrating consumers into brand personality measurement
Subtitle: Integrating consumers into brand personality measurement
Authors: Elina Halonen
Publisher: WARC, World Advertising Research Center Ltd.
Publishing place: London
Publication year: 2013
Journal: International Journal of Market Research
Journal acronym: IJMR
Volume: 55
Issue: 1
First page : 17
Last page: 24
Web address : https://www.mrs.org.uk/ijmr_article/article/98722
Abstract
In selecting this entry as the 2012 winner,
the judges commended the author on
submitting a well-written and interesting
paper based on empirical data grounded
in a review of existing literature in this
field of research. The topic was felt to
be a timely one given the increasing
emphasis on global attitudes to brands,
especially in emerging markets, and the
paper provides readers with intriguing
cross-cultural findings. In arriving at their
decision, the judges also recognised the
challenge faced by the author in addressing
a complex research theme within the
word limit imposed on entrants.
The purpose of this research was to understand whether consumers evaluate brands with personality traits congruent with their own more positively than brands with incongruent personality traits. After all, brand personality is one of the most frequently used metrics in quantitative market research, based on the implicit assumption that consumers desire and purchase brands that they perceive similar to themselves, but self-brand congruency remains virtually unexplored in market research as a measurement tool. The study was conducted as an online survey in May 2012, collected from 11 countries across North America, Europe, Asia and Africa. Results showed that the degree of self-brand congruency was found to be a good predictor of levels of brand appeal across all countries studied, which suggests that brands with distinct personality traits congruent with consumers' self-concepts are evaluated more positively than brands with incongruent personality traits across cultures, particularly in more westernised and developed countries such as UK, Germany, Spain and US. This suggests that the predictive ability of commercial brand personality measurement could be considerably improved by incorporating consumers' self-evaluations into the research.
In selecting this entry as the 2012 winner,
the judges commended the author on
submitting a well-written and interesting
paper based on empirical data grounded
in a review of existing literature in this
field of research. The topic was felt to
be a timely one given the increasing
emphasis on global attitudes to brands,
especially in emerging markets, and the
paper provides readers with intriguing
cross-cultural findings. In arriving at their
decision, the judges also recognised the
challenge faced by the author in addressing
a complex research theme within the
word limit imposed on entrants.
The purpose of this research was to understand whether consumers evaluate brands with personality traits congruent with their own more positively than brands with incongruent personality traits. After all, brand personality is one of the most frequently used metrics in quantitative market research, based on the implicit assumption that consumers desire and purchase brands that they perceive similar to themselves, but self-brand congruency remains virtually unexplored in market research as a measurement tool. The study was conducted as an online survey in May 2012, collected from 11 countries across North America, Europe, Asia and Africa. Results showed that the degree of self-brand congruency was found to be a good predictor of levels of brand appeal across all countries studied, which suggests that brands with distinct personality traits congruent with consumers' self-concepts are evaluated more positively than brands with incongruent personality traits across cultures, particularly in more westernised and developed countries such as UK, Germany, Spain and US. This suggests that the predictive ability of commercial brand personality measurement could be considerably improved by incorporating consumers' self-evaluations into the research.
UTU Research Portal