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...
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| Format: | Article |
| Language: | English |
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Drustvo Psihologa Srbije
2017-01-01
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| Series: | Psihologija |
| Subjects: | |
| Online Access: | http://www.doiserbia.nb.rs/img/doi/0048-5705/2017/0048-57051700002Z.pdf |
| _version_ | 1828514764073992192 |
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| author | Živanović Marko Čerović Sofija Bjekić Jovana |
| author_facet | Živanović Marko Čerović Sofija Bjekić Jovana |
| author_sort | Živanović Marko |
| collection | DOAJ |
| description | 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] |
| first_indexed | 2024-12-11T18:04:33Z |
| format | Article |
| id | doaj.art-13241b62523e43e3a04e445273312a68 |
| institution | Directory Open Access Journal |
| issn | 0048-5705 1451-9283 |
| language | English |
| last_indexed | 2024-12-11T18:04:33Z |
| publishDate | 2017-01-01 |
| publisher | Drustvo Psihologa Srbije |
| record_format | Article |
| series | Psihologija |
| spelling | doaj.art-13241b62523e43e3a04e445273312a682022-12-22T00:55:47ZengDrustvo Psihologa SrbijePsihologija0048-57051451-92832017-01-0150214115510.2298/PSI161031002Z0048-57051700002ZA six-factor model of brand personality and its predictive validityŽivanović Marko0Čerović Sofija1Bjekić Jovana2Faculty of Philosophy, Department of Psychology, BelgradeFaculty of Philosophy, Department of Psychology, BelgradeInstitute for medical research, BelgradeThe 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]http://www.doiserbia.nb.rs/img/doi/0048-5705/2017/0048-57051700002Z.pdfbrand personalityHonesty-HumilityHEXACObrand trust |
| spellingShingle | Živanović Marko Čerović Sofija Bjekić Jovana A six-factor model of brand personality and its predictive validity Psihologija brand personality Honesty-Humility HEXACO brand trust |
| title | A six-factor model of brand personality and its predictive validity |
| title_full | A six-factor model of brand personality and its predictive validity |
| title_fullStr | A six-factor model of brand personality and its predictive validity |
| title_full_unstemmed | A six-factor model of brand personality and its predictive validity |
| title_short | A six-factor model of brand personality and its predictive validity |
| title_sort | six factor model of brand personality and its predictive validity |
| topic | brand personality Honesty-Humility HEXACO brand trust |
| url | http://www.doiserbia.nb.rs/img/doi/0048-5705/2017/0048-57051700002Z.pdf |
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