IDEAS home Printed from https://ideas.repec.org/a/sae/manlab/v40y2015i1-2p95-108.html
   My bibliography  Save this article

A Curious Case of Business-media Brand Personality Scale

Author

Listed:
  • Abhishek Kumar
  • R. Venkatesh Kumar

Abstract

Brand personality is a useful theoretical construct in media industry as the industry thrives on the stable and sticky relationship between the consumer and the brand. The construct may be leveraged meaningfully if it may be defined with greater precision in the media context. The extant brand personality scales are largely focused on news media, television media or print media. Large swaths of media are still uncovered, namely, sports, music and business. Business media has emerged as the second alternative to general entertainment media in terms of business and audience. This article attempts to understand the research effort so far in understanding brand personality scales in media industry, identifies a gap of non-existent scale for business-media industry and creates a brand personality scale for business media. The methodology adopted is a combination of quantitative and qualitative approach and 14 dimensions that constitute business-media brand personality scale are identified.

Suggested Citation

  • Abhishek Kumar & R. Venkatesh Kumar, 2015. "A Curious Case of Business-media Brand Personality Scale," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 40(1-2), pages 95-108, February.
    • Handle: RePEc:sae:manlab:v:40:y:2015:i:1-2:p:95-108
    DOI: 10.1177/0258042X15601535
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/0258042X15601535
    Download Restriction: no
    File URL: https://libkey.io/10.1177/0258042X15601535?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Geuens, Maggie & Weijters, Bert & De Wulf, Kristof, 2009. "A new measure of brand personality," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 97-107.
    2. Marie-Noëlle Koebel & Richard Ladwein, 1999. "L'échelle de personnalité de la marque de Jennifer Aaker : Adaptation au contexte français," Post-Print halshs-02925794, HAL.
    3. Aaker, Jennifer & Benet-Martinez, Veronica & Garolera, Jordi, 2001. "Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs," Research Papers 1668r, Stanford University, Graduate School of Business.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Stadler Blank, Ashley & Koenigstorfer, Joerg & Baumgartner, Hans, 2018. "Sport team personality: It’s not all about winning!," Sport Management Review, Elsevier, vol. 21(2), pages 114-132.
    2. Mohamed Abdalla Elsayed Hassan & Konstantina Zerva & Silvia Aulet, 2021. "Brand Personality Traits of World Heritage Sites: Text Mining Approach," Sustainability, MDPI, vol. 13(11), pages 1-19, May.
    3. Frauke Sander & Ulrich Föhl & Nadine Walter & Vera Demmer, 2021. "Green or social? An analysis of environmental and social sustainability advertising and its impact on brand personality, credibility and attitude," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 429-445, July.
    4. Tischer, Sven, 2012. "Measuring the impact of critical incidents on brand personality," SFB 649 Discussion Papers 2012-064, Humboldt University Berlin, Collaborative Research Center 649: Economic Risk.
    5. Seung-Hun Shin & Sung-Byung Yang & Kichan Nam & Chulmo Koo, 2017. "Conceptual foundations of a landmark personality scale based on a destination personality scale: Text mining of online reviews," Information Systems Frontiers, Springer, vol. 19(4), pages 743-752, August.
    6. repec:hum:wpaper:sfb649dp2012-064 is not listed on IDEAS
    7. Jijo George & Victor Anandkumar, 2018. "Dimensions of Product Brand Personality," Vision, , vol. 22(4), pages 377-386, December.
    8. Ralf van der Lans & Bram Van den Bergh & Evelien Dieleman, 2014. "Partner Selection in Brand Alliances: An Empirical Investigation of the Drivers of Brand Fit," Marketing Science, INFORMS, vol. 33(4), pages 551-566, July.
    9. Pechtl, Hans & Heidarian, Elham, 2016. "Can a cause-related brand be perceived different from other brands?," Wirtschaftswissenschaftliche Diskussionspapiere 02/2016, University of Greifswald, Faculty of Law and Economics.
    10. Rojas-Méndez, José I. & Murphy, Steven A. & Papadopoulos, Nicolas, 2013. "The U.S. brand personality: A Sino perspective," Journal of Business Research, Elsevier, vol. 66(8), pages 1028-1034.
    11. Vinod Kumar Bishnoi & Ajay Kumar, 2016. "Aaker’s brand personality scale is not universal – Explanation and reasons for bikes in India," Journal of Marketing Analytics, Palgrave Macmillan, vol. 4(1), pages 14-27, March.
    12. Avis, Mark, 2012. "Brand personality factor based models: A critical review," Australasian marketing journal, Elsevier, vol. 20(1), pages 89-96.
    13. Bo Liang & Ye Wang, 2023. "Using integrated marketing communications to promote country personality via government websites," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(1), pages 79-92, March.
    14. Vytautas Dikcius & Eleonora Seimiene & Ramunas Casas, 2018. "Brand Personality Scale: Is It Applicable For A Small Emerging Country?," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 9(2).
    15. Chiang, Lan-Lung (Luke) & Yang, Chin-Sheng, 2018. "Does country-of-origin brand personality generate retail customer lifetime value? A Big Data analytics approach," Technological Forecasting and Social Change, Elsevier, vol. 130(C), pages 177-187.
    16. Rajesh Sharma, 2020. "Building Consumer-based Brand Equity for Fast Fashion Apparel Brands in the Indian Consumer Market," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 45(3), pages 337-365, August.
    17. Seung-Hun Shin & Sung-Byung Yang & Kichan Nam & Chulmo Koo, 0. "Conceptual foundations of a landmark personality scale based on a destination personality scale: Text mining of online reviews," Information Systems Frontiers, Springer, vol. 0, pages 1-10.
    18. Viktoria Maria Radler, 2018. "20 Years of brand personality: a bibliometric review and research agenda," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 370-383, July.
    19. Ahmet Tan & Emre Çolakoglu & Emre Öztosun, 2016. "The Relation between Consumer and Brand Personality: Example of yemeksepeti.com," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 6(12), pages 1-15, December.
    20. Liu, Zhihong & Huang, Songshan (Sam) & Hallak, Rob & Liang, Mingzhu, 2016. "Chinese consumers' brand personality perceptions of tourism real estate firms," Tourism Management, Elsevier, vol. 52(C), pages 310-326.
    21. Ahmad, Anees & Thyagaraj, K.S., 2017. "An empirical comparison of two brand personality scales: Evidence from India," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 86-92.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:manlab:v:40:y:2015:i:1-2:p:95-108. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: http://www.xlri.ac.in/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.