Trait Theory and Brand Personality Framework

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This paper discusses about Trait Theory and Brand Personality Framework in personality. Details of the two theories will be explained first, along with some real examples of how firms make use of personality traits to strengthen their brands. The shortcomings of the two existing theories will then be analyzed, and some measures developed by recent researchers will be introduced in order to overcome the weaknesses. I chose this topic because I am interested in psychology and personality traits. Many personality tests usually try to figure out interviewee’s personalities by asking questions regarding their behavior. This topic has a similar concept, but it is inversely about how marketers use personality theories to predict consumer’s…show more content…
As a result, the framework does not generalize to situations in which analyses at the individual brand level and/or situations in which consumers are an element of differentiation. Because the latter is the topic of a majority of practitioners’ research, this is a serious boundary condition.

The third one regards the non-replicability of the five factors cross-culturally (Azoulay & Kapferer, 2003). For example, Aaker et al. (2001) found that only three of the five factors (Sincerity, Excitement, and Sophistication) applied in Spain. Peacefulness replaced Ruggedness and Passion replaced Competence. In Japan four of the five factors emerged, in which Peacefulness again replaced Ruggedness. This discrepancy led some researchers to construct a country-specific brand personality scale. For examples, Bosnjak et al. (2007) developed a German scale, Milas and Mlačić (2007) a Croatian one, and Smit, van den Berge and Franzen (2002) a Dutch one.

In response to the above weaknesses, a new brand personality measure has recently been developed by some researchers to alleviate the problem. It consists of twelve items and five factors: Activity, Responsibility, Aggressiveness, Simplicity, and Emotionality. The new measure proved to be more reliable for

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