Moderating effects of the brand concept on the relationship between brand personality and perceived quality
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B. RAMASESHAN is Professor and Head, School of Marketing, Curtin University of Technology, Australia. He is also the Associate Dean (Research & Development). His current research interests are in relationship marketing, retailing and marketing strategy. He has published in several journals including the Journal of Retailing, Journal of Business Research, Industrial Marketing Management, Psychological Reports and European Journal of Marketing. He was the Vice-President (International Membership) of the Academy of Marketing Science (2004–2006). He is a Fellow of the Australian Institute of Management and Fellow of the Marketing Institute of Singapore.
HSIU-YUAN TSAO is an assistant professor of Marketing at Takming College in Taiwan. His research interests focus on brand signalling, price quality relationship, customer retention and loyalty behaviour. His work has been published in the Omega, Asia Pacific Journal of Marketing and Logistics and the International Journal of Information and Management Sciences.
Keywords
Abstract
brand personality; perceived quality; moderating effect; brand concept; brand familiarity; brand positioning
This study investigates the moderating effects of the brand concept on the relationship between brand personality and perceived quality. Analysis of the data collected from a sample of respondents using a questionnaire with six products and six brands as stimuli revealed that, among the five brand personality dimensions studied, excitement and sophistication were the most strongly associated with perceived quality. The dimensions of excitement and sophistication were also found to be positively related to perceived quality when the brands have symbolic and experiential brand concepts, respectively. In addition to the traditional use of price signals, guarantees and brand name, brand personality is an important cue that marketers can use to signal the brand’s perceived quality to the consumer. As a result, brand personality must be consistent and congruent with the brand’s positioning and brand image.
Journal of Brand Management (2007) 14, 458–466. doi:10.1057/palgrave.bm.2550090; published online 4 May 2007
INTRODUCTION
B. Ramaseshan School of Marketing, Curtin University of Technology, Perth, WA 6845, Australia Tel: + 618 9266 4674; Fax: + 618 9266 3937; E-mail: [email protected]. edu.au
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The manufacturers of many of the world’s leading brands expend a great deal of effort putting personality into their brands because brand personality can be an important tool in differentiating their brand from the competition.1 Research has shown that consumers have no difficulty in personifying retail stores, products and brands, and attaching personality traits to them.2–4 There had been, however, no
formal measure of brand personality until Aaker1 developed a formal brand personality scale (BPS). The development of a clearly defined brand personality and brand image is an objective of brand management.5 Since Aaker1 developed the BPS measures, research has explored the antecedents
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