.png){kind=logo}
ISSN : 1229-8778
Brand personality is one of the core dimensions of brand equity. Brand personality refers to the emotional side of a brand image. It is created by all experiences of consumers with a brand, but advertising is considered to play a dominant role in brand personality creation. Yet, our understanding and explanation of how advertising actually creates brand personality is still in its early stages. This paper explores the mechanism that builds brand personality with the practice of advertising. It attempts to integrate advertising models with the theories of brand personality and consumer information processing. An integrated framework leads to a number of research propositions that set an agenda in the filed of brand personality. In building the framework, the author incorporate theories from the fields of marketing (brand equity and advertising), communication science and psychology (personality).
김유경 (2000). 브랜드 개성의 유형과 영향요인에 관한 연구: 제품 특성과 소비자 요인을 중심으로. 광고연구, 49, 29-53.
김정구 (1998). 브랜드 개성을 통한 광고전략 연구. 광고학연구, 9(1), 37-52.
김정구, 류주연, 성희승 (2002). 브랜드개성이 구전과 브랜드애호도에 미치는 영향: 사회적 일체감 이론의 적용. 소비자학연구, 13(1), 25-43.
김정구, 한동철, 류쥬연. (2002). 브랜드 개성이 브랜드 자산에 미치는 영향에 관한 실증연구: 사회적 일체감의 적용. 마케팅학회 2000년도 추계학술대회 발표논문집, 131- 142.
김홍범, 이상미 (2002). 브랜드 개성이 점포 이미지 및 선호도에 미치는 영향. 관광학연구, 26(1), 63-82.
김흥규, 김유경, 최원주 (2001). 광고를 통한 브랜드 이미지 형성에 관한 연구: 브랜드 개성과 광고표현요소를 중심으로. 광고학연구, 12(3), 143-170.
박범순 (2010). 광고가 표현하는 브랜드 개성과 소비자가 인식하는 브랜드 개성의 일치성 연구: 제품유형별 최초 시장 진입브랜드의 광고를 중심으로. 한국광고홍보학보, 12(1), 155-183.
박 찬, 하연찬, 유창조 (2005). 광고에 대한 반복노출에 따른 브랜드 개성 강도의 차이에 관한 탐색적 연구. 마케팅관리연구, 10(2), 159-172.
심성욱, 민정선, 신일기 (2007). 채널 브랜드 개성과 채널 평판이 채널 시청의도에 미치는 영향에 관한 연구: 공중파 채널과 케이블 채널을 중심으로. 광고학연구, 18(5), 191-208.
양 윤, 박선영 (2005). 자기 일치성, 자기 감시 및 사용 상황이 상표 선호에 미치는 영향. 한국심리학회지: 소비자․광고, 6(1), 43-67.
유창조 (1993). 브랜드 이미지 형성과정에 대한 개념적인 틀. 동남경영, 7, 263-278.
유창조, 박 찬 (2005). 광고노출을 통한 브랜드 개성 형성의 선행요인과 결과요인에 대한 분석: 광고의 반복노출에 따른 비교. 광고연구, 68, 115-137.
이유재, 나선아 (2002). 브랜드 퍼스낼리티-브랜드동일시-브랜드 자산 모형: 이용자와 비이용자간 차이에 대한 탐색적 연구. 마케팅연구, 17(3), 1-33.
이진용 (2003). 소비자 의사결정과정에 기초한 통합적 브랜드 관리에 관한 연구. 광고학연구, 14(2), 7-38.
임병훈, 안광호, 주영욱 (2003). 브랜드선택에 있어 브랜드 퍼스낼리티와 제품속성의 상대적 중요도에 관한 실증적 연구. 마케팅연구, 18(4), 1-21.
최원주 (2002). 제품유형에 따른 브랜드 개성의 영향요인에 관한 연구. 광고학연구, 13(1), 183-213.
한은경, 유재하 (2003). 브랜드 자산평가를 위한 감성 및 관계척도 개발에 관한 연구. 광고학연구, 14(4), 37-66.
홍종필 (2008). 광고, 마케팅, 소비자 연구에서 사용되는 브랜드 이미지 구성개념에 대한 이론적 고찰 및 제언. 한국심리학회지: 소비자․광고, 9(1), 127-147.
Aaker, D. (1991). Managing brand equity. New York: The Free Press.
Aaker, D. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-120.
Aaker, J. (1997). Dimensions of brand personality. Journal of Marketing Research, 34, 347-356.
Aaker, J. & Fournier, S. (1995). A brand as a character, a partner and a person: Three perspectives on the question of brand personality. Advances in Consumer Research, 22, 391-395.
Anderson, P. M. & Rubin, L. G. (1986). Marketing communications: Advertising, sales promotion, public relations, display, and personal selling. Englewood Cliffs, NJ: Prentice-Hall.
Atuahene-Gima, K. & Li, H. (2002). When does trust matter? Antecedents and contingent effects of supervisee trust on performance in selling new products in China and the United States. Journal of Marketing, 66(July), 61-81.
Babin, B. J., Darden, W. D. & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(March), 644-656.
Batra, R., Lehmann, D. & Singh, D. (1993). The brand personality component of brand goodwill: Some antecedents and consequences. In D. Aaker & A. Biel (Eds.), Brand equity & advertising: Advertising's role in building strong brands (pp.83~95). Hillsdale: Lawrence Erlbaum Associates.
Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15, 139-168.
Bettman, J. R. (1979), An information processing theory of consumer choice, Reading, MA: Addison -Wesley.
Biel, A. (1993). Converting image into equity. In D. Aaker & A. Biel (Eds.), Brand equity & advertising: Advertising's role in building strong brands (pp.67-82). Hillsdale: Lawrence Erlbaum Associates.
Birdwell, A. E. (1968). A study of influence of image congruence on consumer choice. Journal of Business, 41, 76-88.
Blackston, M. (1993). Beyond brand personality: Building brand relationships. In D. Aaker & A. Biel (Eds.), Brand equity & advertising: Advertising's role in building strong brands (pp.113-124). Hillsdale: Lawrence Erlbaum Associates.
Brassington, F. & Pettitt, S. (2000). Principles of marketing (2nd ed.). Harlow: Prentice Hall.
Celsi, R. & Olson, J. (1988). The role of involvement in attention and comprehension processes. Journal of Consumer Research, 15, 210-224.
Dingena, M. (1994). The creation of meaning in advertising: Interaction of figurative advertising and individual differences in processing styles. Tinbergen Institute Research Series, 62, Amsterdam: Thesis Publishers.
Dobni, D. & Zinkhan, G. M. (1990). In search of brand Image: A foundation analysis. In M. E. Goldberg, G. Gorn & R. W. Pollay (Eds.), Advances in Consumer Research, 17 (pp.110-118). New Orleans, LA: Association of Consumer Research.
Engel, J. E., Blackwell, R. D. & Miniard, P. W. (1997). Consumer behavior, 7th edition. The Dryden Press.
Erickson, G. M., Johansson, J. K. & Chao, P. (1984). Image variables in multi-attribute product evaluations: Country-of-origin effects. Journal of Consumer Research, 11, 694-699.
Eysenck, H. J. (1970). The structure of human personality. London: Methuen.
Fajer, M. & Schouten, J. (1995). Breakdown and dissolution of person-brand relationships. Advances in Consumer Research, 22, 663-667.
Fournie.r S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24, 343- 370.
Fournier, S. & Mick, D. G. (1999). Rediscovering satisfaction. Journal of Marketing, 63(October), 5-23.
Franzen, G. (1999). Brands and advertising: How advertising effectiveness influences brand equity. Henley-on-Thames, Oxfordshire, UK: Admap Publications.
Franzen, G. & Bouwman M. (2001). The mental world of brands: Mind, memory and brand success. Henley-on-Thames, Oxfordshire, UK: World Advertising Research Center (WARC).
Franzen, G. & Moriarty, S (2009). The science and art of branding. New York, NY: ME Sharpe.
Freling, T. H., Crosno, J. L. & Henard, D. H. (2011). Brand personality appeal: Conceptualization and empirical validation. Journal of the Academy of Marketing Science, 39, 392-406.
Graeff, T. R. (1996). Using promotional messages to manage the effects of brand and self-image on brand evaluations. Journal of Consumer Marketing, 13(3), 4-18.
Graeff, T. R. (1997). Consumption situation and the effects of brand image on consumer’s brand evaluation. Psychology & Marketing, 14, 49-70.
Guilford, J. (1973). On personality. In W. Mischel (Ed.), Introduction to personality (pp.22~23). New York, NY: Holt, Rinehart & Winston.
Harris, F. & de Chernatony, L. (2001). Corporate branding and corporate brand performance. European Journal of Marketing, 35(3/4), 441- 456.
Helgeson, J. G., & Supphellen, M. (2004). A conceptual and measurement comparison of self-congruity and brand personality: The impact of socially desirable responding. International Journal of Market Research, 46(2), 205-233.
Hoch, S. J. & Ha, Y. (1986). Consumer learning: Advertising and the ambiguity of product experience. Journal of Consumer Research, 13(September), 221-233.
Kapferer, J-N. (1997). Strategic brand management (2nd ed.). London, UK: Kogan Page.
Keller, K. L. (1987). Memory factors in advertising. Journal of Consumer Research, 14(December), 316-333.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57, 1-22.
Keller, K. (1998). Strategic brand management: Building, measuring, and managing brand equity. New Jersey: Prentice-Hall.
Khan, B. M. (2010). Brand personality and consumer congruity: Implications for advertising strategy. The IUP Journal of Brand Management, 7(1-2), 7-24.
Kleine, S. S., Kleine, R. E. & Kernan, J. B. (1993). Mundane consumption and the self: A social-identity perspective. Journal of Consumer Psychology, 2(3), 209-235.
MacInnis, D. J., Moorman, C. & Jaworski, B. J. (1991). Enhancing and measuring consumers' motivation, opportunity, and ability to process brand information from ads. Journal of Marketing, 55, 32-53.
Malhotra, N. K. (1988). Self concept and product choice: An integrated perspective. Journal of Economic Psychology, 9, 1-28.
McCracken, G. (1993). The value of the brand: an anthropological perspective. In D. Aaker & A. Biel (Eds.), Brand equity & advertising: Advertising's role in building strong brands (pp.125-139). Hillsdale: Lawrence Erlbaum Associates.
Meenaghan, T. (1995). The role of advertising in brand image development. Journal of Product & Brand Management, 4(4), 23-34.
Mick, D. (1992). Levels of subjective comprehension in advertising processing and their relations to ad perceptions, attitudes, and memory. Journal of Consumer Research, 18, 411- 424.
Norman, W. T. (1963). Toward an adequate taxonomy of personality attributes: Replicated factor structure in peer nomination personality ratings. Journal of Abnormal and Social Psychology, 66(6), 574-583.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(November), 33-44.
Pachauri, M. (2002). Consumer behavior: A literature review. The Marketing Review, 2, 319 -355.
Padgett, D., & Allen, D. (1997). Communicating experiences: A narrative approach to creating service brand image. Journal of Advertising, 26(4), 49-62.
Peltier, J. & Schibrowsky, J. (1994). Need for cognition, advertising viewing time and memory for advertising stimuli. Advances in Consumer Research, 21, 244-250.
Pervin, L. A. (2003). The science of personality (2nd ed.). New York, NY: Oxford University Press.
Pieters, R. & van Raaij, W. F. (1988). The role of affect in economic behavior. In W. F. van Raaij, G. M van Veldhoven & K-E Warneryd (Eds.), Handbook of economic psychology (pp.108- 142). Dordrecht, Netherlands: Kluwer.
Plummer, J. T. (1985). How personality makes a difference. Journal of Advertising Research, 24(6), 27-31.
Poiesz, T. (1989). The image concept: it's place in consumer psychology. Journal of Economic Psychology, 10, 457-472.
Punyatoya, P. (2011). How brand personality affects products with different involvement levels? European Journal of Business and Management, 3(2), 1-8.
Ratneshwar, S. & Chaiken, S. (1991). Comprehension's role in persuasion: The case of its moderating effect on the persuasive impact of source cues. Journal of Consumer Research, 18, 52-62.
Reynolds, T. J. & Gutman, J. (1988). Laddering theory, method, analysis and interpretation. Journal of Advertising Research, 28(1), 11-31.
Simon, H. A. (1978). Rationality as process and as product of thought. American Economic Review, 68, 1-16.
Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(December), 287-300.
Sirgy, M. J. (1985). Using self-congruity and ideal congruity to predict purchase motivation. Journal of Business Research, 13, 195-206.
Stern, B., Zinkhan, G. M., & Jaju, A. (2001). Images in marketing: Construct definition, measurement issues, and theory development. Marketing Theory, 1(2), 201-224.
Swaminathan, V., Zinkhan, G. & Reddy, S. (1996). The evolution and antecedents of transformational advertising: A conceptual model. Advances in Consumer Research, 23, 49- 55.
Swinyard, W. R. (1993). The effects of mood, involvement, and quality of store experience on shopping intentions. Journal of Consumer Research, 20(September), 271-280.
Taylor, R. E. (1999). A six-segment message strategy wheel. Journal of Advertising Research, 39(6), 7-17.
Vakratsas, D. & Ambler, T. (1999). How advertising works: What do we really know? Journal of Marketing, 63, 26-43.
van Osselaer, S. & Alba, J. (2000). Consumer learning and brand equity. Journal of Consumer Research, 27, 1-16.
Veloutsou, C. (2007). Identifying the dimensions of the product-brand and consumer relationship. Journal of Marketing Management, 23(1-2), 7-26.
Wee, T. T. T. (2004). Extending human personality to brands: The stability factor. Journal of Brand Management, 11(4), 317-330.
Weinberg, B. D. (2001). Research in exploring the online consumer experience. Advances in Consumer Research, 28(1), 227-232.
Wells, W., Burnett, J., & Moriarty, S. (1998). Advertising: principles & practice (4th ed.). New Jersey: Prentice-Hall.
Zajonc, R. B. (1980). Feeling and thinking: Preferences need no inferences. American Psychologist, 35(February), 151-175.