A six-factor model of brand personality and its predictive validity
The study examines applicability and usefulness of HEXACO-based model in the description of brand personality. Following contemporary theoretical developments in human personality research, Study 1 explored the latent personality structure of 120 brands using descriptors of six personality...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Drustvo Psihologa Srbije
2017-01-01
|
| Series: | Psihologija |
| Subjects: | |
| Online Access: | http://www.doiserbia.nb.rs/img/doi/0048-5705/2017/0048-57051700002Z.pdf |
| Summary: | The study examines applicability and usefulness of HEXACO-based model in the
description of brand personality. Following contemporary theoretical
developments in human personality research, Study 1 explored the latent
personality structure of 120 brands using descriptors of six personality
traits as defined in HEXACO model: Honesty-Humility, Emotionality,
Extraversion, Agreeableness, Conscientiousness, and Openness. The results of
exploratory factor analyses have supported HEXACO personality six-factor
structure to a large extent. In Study 2 we addressed the question of
predictive validity of HEXACO-based brand personality. Brand personality
traits, but predominantly Honesty-Humility, accounted for substantial amount
of variance in prediction of important aspects of consumer-brand
relationship: attitude toward brand, perceived quality of a brand, and brand
loyalty. The implications of applying HEXACO-based brand personality in
marketing research are discussed. [Project of the Serbian Ministry of Education, Science and Technological Development, Grant no. 179018 and Grant no. 175012] |
|---|---|
| ISSN: | 0048-5705 1451-9283 |