fdb – Forschungsdatenbank der Europa-Universität Viadrina Frankfurt (Oder)

Forschungsergebnis (Zeitschriftenartikel)

Martin Eisend, Nicola Stokburger-Sauer: Brand Personality: A Meta-Analytic Review of Antecedents and Consequences

Abstract

This article presents a meta-analysis on brand personality (BP) by investigating the antecedents and consequences of the BP dimensions of sincerity, excitement, competence, sophistication, and ruggedness, as suggested by Aaker (Journal of Marketing Research 34:347–356, 1997). The authors synthesize the results from 76 independent samples in 56 studies. The meta-analysis finds several new empirical generalizations about BP. First, the key drivers of BP are communication with hedonic benefit claims, branding
activities, a brand’s country-of-origin, and consumer personalities. Second, the study finds that the effects of BP are stronger for mature brands than for brands in the early life cycle stages. Third, sincerity and competence have the strongest influence on brand success variables (e.g., brand attitude, image, commitment, purchase intention), while excitement and ruggedness have the weakest influence on brand attitude and brand commitment.

Autor Martin Eisend, Nicola Stokburger-Sauer
Titel des Aufsatzes Brand Personality: A Meta-Analytic Review of Antecedents and Consequences
Jahr 2013
Zeitschrift Zeitschrift Marketing Letters
Ausgabe / Nummer 24/3
Ranking B (VHB-Jourqual 2.1 (2011))
Seiten 205-216

Einordnung in die Universitätsstruktur

Fakultät Wirtschaftswissenschaftliche Fakultät
Lehrstuhl Professur für Betriebswirtschaftslehre, insbesondere Marketing

Bibliographische Angabe

Martin Eisend, Nicola Stokburger-Sauer: Brand Personality: A Meta-Analytic Review of Antecedents and Consequences. In: Marketing Letters 24/3, 2013, S. 205-216.