A six-factor model of brand personality and its predictive validity
Apstrakt
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.
Ključne reči:
brand personality / Honesty-Humility / HEXACO / brand trustIzvor:
Psihologija, 2017, 50, 2, 141-155Izdavač:
- Društvo psihologa Srbije, Beograd
Finansiranje / projekti:
- Identifikacija, merenje i razvoj kognitivnih i emocionalnih kompetencija važnih društvu orijentisanom na evropske integracije (RS-179018)
- Neinvazivna modulacija kortikalne ekscitabilnosti i plasticiteta - Razvoj metoda neinvazivne neuromodulacije centralnog nervnog sistema u ispitivanja fizioloških mehanizama, dijagnostici i terapiji (RS-175012)
DOI: 10.2298/PSI161031002Z
ISSN: 0048-5705
WoS: 000406761100003
Scopus: 2-s2.0-85023168254
Institucija/grupa
Institut za medicinska istraživanjaTY - JOUR AU - Živanović, Marko AU - Čerović, Sofija AU - Bjekić, Jovana PY - 2017 UR - http://rimi.imi.bg.ac.rs/handle/123456789/769 AB - 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. PB - Društvo psihologa Srbije, Beograd T2 - Psihologija T1 - A six-factor model of brand personality and its predictive validity EP - 155 IS - 2 SP - 141 VL - 50 DO - 10.2298/PSI161031002Z ER -
@article{ author = "Živanović, Marko and Čerović, Sofija and Bjekić, Jovana", year = "2017", abstract = "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.", publisher = "Društvo psihologa Srbije, Beograd", journal = "Psihologija", title = "A six-factor model of brand personality and its predictive validity", pages = "155-141", number = "2", volume = "50", doi = "10.2298/PSI161031002Z" }
Živanović, M., Čerović, S.,& Bjekić, J.. (2017). A six-factor model of brand personality and its predictive validity. in Psihologija Društvo psihologa Srbije, Beograd., 50(2), 141-155. https://doi.org/10.2298/PSI161031002Z
Živanović M, Čerović S, Bjekić J. A six-factor model of brand personality and its predictive validity. in Psihologija. 2017;50(2):141-155. doi:10.2298/PSI161031002Z .
Živanović, Marko, Čerović, Sofija, Bjekić, Jovana, "A six-factor model of brand personality and its predictive validity" in Psihologija, 50, no. 2 (2017):141-155, https://doi.org/10.2298/PSI161031002Z . .