Dimensions of brand personality attributions: A person-centric approach in the German cultural context

Michael Bosnjak1, Valerie Bochmann2, Tanja Hufschmidt3
1University of Mannheim, Germany
2Zelfi AG, Germany
3Magnetic Brands GmbH, Germany
Cite this article:  Bosnjak, M., Bochmann, V., & Hufschmidt, T. (2007). Dimensions of brand personality attributions: A person-centric approach in the German cultural context. Social Behavior and Personality: An international journal, 35, 303-316.

Volume 35 Issue 3 | e1574 | Published: April 2007 | DOI: https://doi.org/10.2224/sbp.2007.35.3.303

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Research on the symbolic use of commercial brands has shown that individuals prefer those brands matching their own personality. While the Big Five model of human personality is universal, brand personality attributions are partly culture-specific. Furthermore, research investigating brand-related trait attributions has largely neglected negatively valenced traits. Consequently, the objective of this research was to identify and operationalize indigenous German brand personality attributions from a person-centric perspective. This approach entails an exploration of those positive as well as negative human personality dimensions applicable and relevant to brands. Within two studies, four dimensions of brand personality (Drive, Conscientiousness, Emotion, and Superficiality) were identified. A preliminary 20-item instrument is proposed for the parsimonious measurement of brand personality attributions in the German cultural domain.
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