Metrika članka

  • citati u SCindeksu: 0
  • citati u CrossRef-u:0
  • citati u Google Scholaru:[=>]
  • posete u prethodnih 30 dana:21
  • preuzimanja u prethodnih 30 dana:13
članak: 1 od 1  
Marketing
2013, vol. 44, br. 2, str. 149-172
jezik rada: srpski
vrsta rada: prethodno saopštenje
doi:10.5937/markt1302149S


Istraživanje koncepta ličnosti brenda u marketingu
Univerzitet Singidunum, Beograd, FEFA - Fakultet za ekonomiju, finansije i administraciju

e-adresa: sstarcevic@fefa.edu.rs

Sažetak

Ličnost brenda predstavlja skup ličnih osobina pomoću kojih potrošači opisuju brendove. Danas je ličnost brenda posebno i veoma popularno područje istraživanja u marketingu, jer dobro osmišljena ličnost brenda može biti veoma dobro sredstvo diferenciranja na tržištu. Osnovni cilj ovog rada jeste da se ličnost brenda predstavi u razrađenom obliku u domaćoj literaturi. Izvršen je pregled velikog broja dosadašnjih studija u ovoj oblasti, da bi se pokazalo kako je ličnost brenda postala sastavni deo marketinške teorije i prakse, kako se formira, na koji način se meri i kakav uticaj ima na marketing performanse. Posebno se bavimo metodološkim nedostacima prethodnih studija. U radu takođe iznosimo osnovne rezultate studije koju smo sproveli na tržištu Srbije, a koja se bavila merenjem ličnosti brendova mobilnih operatera. Istraživanje je pokazalo da se tri mobilna operatera u Srbiji (mt:s, Telenor i Vip Mobile) značajno razlikuju prema osnovnim dimenzijama ličnosti brenda. Isto tako, pokazalo se da je doživljaj ličnosti brendova pod uticajem doživljaja ličnosti kategorije kojoj brendovi pripadaju, kao i načina oglašavanja brendova. Istraživanje ličnosti brenda je veoma značajno i korisno u praksi, jer daje mnogo precizniju sliku o trenutnom stanju imidža brenda i mogućnostima poboljšanja pojedinih odlika brenda, nego što to omogućuju klasična istraživanja imidža brenda.

Ključne reči

Reference

Aaker, D.A. (1996) Building strong brands. New York: The Free Press
Aaker, J. (1999) The melleable self: The role of self-expression in persuasion. Journal of Marketing Research, vol. 36, br. 1, str. 45-57
Aaker, J. (1995) Measuring the human characteristics of a brand: A brand personality hierarchy. Advances in Consumer Research, 22: 391-395
Aaker, J., Fournier, S., Brasel, S. (2004) When Good Brands Do Bad. Journal of Consumer Research, 31(1): 1-16
Aaker, J.L. (1997) Dimensions of Brand Personality. Journal of Marketing Research, 34(3): 347
Aaker, J.L., Benet-Martínez, V., Garolera, J. (2001) Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constucts. Journal of Personality and Social Psychology, 81(3): 492-508
Akin, M. (2011) Predicting Consumers’ Behavioral Intentions with Perceptions of Brand Personality: A Study in Cell Phone Markets. International Journal of Business and Management, 6(6)
Allen, D.E., Olson, J. (1995) Conceptualizing and creating brand personality: A narrative theory approach. Advances in Consumer Research, 22: 392-393
Ambroise, L., i dr. (2003) Modelling and measuring brand personality: A cross-cultural application. u: Cross-Cultural Research Conference (IX), Rose-Hall, Proceedings
Ambroise, L., i dr. (2005) How well does brand personality predict brand choice?: A measurement scale and analysis using binary regression models. Asia Pacific Advances in Consumer Research, vol. 6, 30-38
Ambroise, L., i dr. (2004) Development of brand personality scale and application to two supermarket brands. u: Proceedings of the 2004 Society for Marketing Advances Annual Conference, Saint Petersburg
Austin, J.R., Siguaw, J.A., Mattila, A.S. (2003) A re-examination of the generalizability of the Aaker brand personality measurement framework. Journal of Strategic Marketing, 11(2): 77-92
Azoulay, A., Kapferer, J.N. (2003) Do brand personality scales really measure brand personality. Brand Management, vol. 11, br. 2, str. 143-155
Balmer, J.M.T., Greyser, S.A. (2002) Managing the Multiple Identities of the Corporation. California Management Review, 44(3): 72-86
Bao, J.Y.E., Sweeney, J.C. (2009) Comparing factor analytical and circumplex models of brand personality in brand positioning. Psychology and Marketing, 26(10): 927-949
Batra, R., i dr. (2006) Separating brand from category personality, Working paper. USA: University of Michigan
Belk, R.W. (1988) Possessions and the Extended Self. Journal of Consumer Research, 15(2): 139
Bosnjak, M., Bochmann, V., Hufschmidt, T. (2007) Dimensions of brand personality attributions: A person-centric approach in the German cultural context. Social Behavior and Personality, 35(3): 303-316
Boudreaux, C.A., Palmer, S.E. (2007) A charming little Cabernet: Effects of wine label design on purchase intent and brand personality. International Journal of Wine Business Research, 19(3): 170-186
Brengman, M., i dr. (2012) Store personality impression formation: Comparing grocery and fashion retailer. http://doclib.uhasselt.be/dspace/simplesearch?, query=store+personality, pristupljeno 16. februar 2012
Brengman, M., Willems, K. (2009) Determinants of fashion store personality: a consumer perspective. Journal of Product & Brand Management, 18(5): 346-355
Caprara, G.V., Barbanelli, C., Gianluigi, G. (1998) Personality as metaphor: Extension of the psycholexical hypothesis and the Five Factor Model to brand and product personality description. European Advances in Consumer Research, vol. 3, 61-69
Chan, P.Y.L., i dr. (2003) Brand personality perception: Regional or country specific?. European Advances in Consumer Research, br. 6, 300-307
Chiu, K.K., i dr. (2007) The relationship among brand personality, brand preferences and customer perceived value: An empirical study in Taiwan for the luxury goods industry. u: Working Paper, Taiwan: Lunghwa University of Science and Technology
Church, T.A., Burke, P.J. (1994) Exploratory and confirmatory tests of the Big Five and Tellegen's three- and four-dimensional models. Journal of Personality and Social Psychology, 66(1): 93-114
Churchill, G.A. (1979) A Paradigm for Developing Better Measures of Marketing Constructs. Journal of Marketing Research, 16(1): 64
Čolović, P., Mitrović, D., Smederevac, S. (2005) Evaluacija modela Pet velikih u našoj kulturi primenom upitnika FIBI. Psihologija, vol. 38, br. 1, str. 55-76
d`Astous Alain,, Boujbel, L. (2007) Positioning countries on personality dimensions: Scale development and implications for country marketing. Journal of Business Research, 60(3): 231-239
d`Astous Alain,, Lévesque, M. (2003) A scale for measuring store personality. Psychology and Marketing, 20(5): 455-469
Dennis, C., Murphy, J., Marsland, D., Cockett, T., Patel, T. (2002) Measuring image: shopping centre case studies. International Review of Retail, Distribution and Consumer Research, 12(4): 355-373
Ekinci, Y., Hosany, S. (2006) Destination Personality: An Application of Brand Personality to Tourism Destinations. Journal of Travel Research, 45(2): 127-139
Erdogan, Z., Baker, M. (2000) 'Celebrity endorsement: Advertising agency manager's perspective'. Cyber Journal of Sport Marketing, 13: 1-15
Evans, F.B. (1959) Psychological and Objective Factors in The Prediction of Brand Choice Ford Versus Chevrolet. Journal of Business, 32(4): 340
Ferrandi, J.M., Valette-Florence, P., De, B.V. (2001) Transposition of a human personality scale to brands: An initial cross-cultural testing. u: Cross-Cultural Consumer and Business Studies Research Symposium (VIII), Honolulu, Proceedings
Ferrandi, J.M., Valette-Florence, P., Fine-Falcy, S. (2000) Aakers brand personality scale in a French context: A replication and a preliminary test of its validity. Developments in Marketing Science, br. 23, 7-13
Fournier, S. (1998) Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4): 343-353
Freling, T.H., Forbes, L.P. (2005) An empirical analysis of the brand personality effect. Journal of Product & Brand Management, 14(7): 404-413
Gertner, R.K. (2011) 'Nation brand personality: Student's perceptions of tourism and study abroad destinations'. International review of business research papers, 7(6): 115-127
Geuens, M., Weijters, B., De, W.K. (2008) A new measure of brand personality. Ghent, Belgium: Faculty of Economics and Business Administration, University
Govers, P.C.M., Mugge, R. (2004) I love my Jeep, because its tough like me: The effect of productpersonality congruence on product attachment. u: International Conference on Design and Emotion (IV), Ankara, Proceedings
Grubb, E., Hupp, G. (1968) Perception of self, generalized stereotypes and brand selection. Journal of Marketing Research, vol. 5, br. 2, str. 58-63
Guizani, H., Valette-Florence, P. (2009) Effects of perceived marketing actions and brand personality dimensions on brand equity: A finite mixture PLS approach. www.cerog.org/lalondeCB/CB/2009_lalonde_seminar/papers/089.pdf, pristupljeno, 25. 10. 2012
Henderson, J.C. (2000) Selling places: The New Asia- Singapore Brand. Journal of Tourism Studies, 11(1): 36-44
Hogan, R. (1997) Handbook of personality psychology. USA: Academic Press
Hosany, S., Ekinci, Y., Uysal, M. (2007) Destination image and destination personality. International Journal of Culture, Tourism and Hospitality Research, 1(1): 62-81
Hsu, C., McDonald, D. (2002) An examination on multiple celebrity endorsers in advertising. Journal of Product & Brand Management, 11(1): 19-29
Huang, H. (2008) Self-identity and consumption: A study of consumer personality, brand personality and brand relationship. Warwick: Warwick Business School, University of Warwick
Keller, K. (2008) Strategic brand management: Building, measuring and managing brand equity. New Jersey: Pearson Education, third edition
Kim, C.K., Han, D., Park, S. (2002) The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification. Japanese Psychological Research, 43(4): 195-206
King, S. (1970) What is brand. London: J. Walter Thompson Company Ltd
Kleine, R.E., Kleine, S.S., Kernan, J.B. (1993) Mundane Consumption and the Self: A Social-Identity Perspective. Journal of Consumer Psychology, 2(3): 209-235
Kotler, Ph., Keller, K.L. (2006) Marketing menadžment. Beograd: Data Status
Kressmann, F., Sirgy, J.M., Herrmann, A., Huber, F., Huber, S., Lee, D. (2006) Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59(9): 955-964
Lee, H.J., Suh, Y.G. (2011) Understanding and measuring city brand personality - In the context of South Korean market. International Journal of Tourism Sciences, 11(3): 1-20
Lee, J., Xie, L.K. (2011) Cognitive destination image, destination personality and behavioral intentions: An integrated perspective of destination branding. u: Graduate Students research Conference (XVI), http://scholarworks.umass.edu/gradconf_hospitality/2011/Presentation/67/, pristupljeno: 15. 03. 2012
Malhotra, N.K. (1988) Self concept and product choice: An integrated perspective. Journal of Economic Psychology, 9(1): 1-28
Mangleburg, T., Sirgy, J., Grewal, D., Axsom, D., Hatzios, M., Claiborne, C.B., Bogle, T. (1998) The moderating effect of prior experience in consumers use of user-image based versus utilitarian cues in brand attitude. Journal of Business and Psychology, vol. 13, br. 1, str. 101-113
Maričić, B.R. (2008) Ponašanje potrošača. Beograd: Centar za izdavačku delatnost Ekonomskog Fakulteta, 8. izdanje
Mccrae, R.R. (2000) Trait Psychology and the Revival of Personality and Culture Studies. American Behavioral Scientist, 44(1): 10-31
McCrae, R.R., Costa, P.T. (1987) Validation of the five-factor model of personality across instruments and observers. Journal of Personality and Social Psychology, 52(1): 81-90
Mengxia, Z. (2007) Impact of brand personality on PALI: A comparative research between two different brands. International Management Review, 3(3): 33-46
Milas, G., Mlačić, B. (2006) Brand personality and human personality: Findings from ratings of familiar Croatian brands. Journal of Business Research, 60(6): 620-626
Miller, K. (2008) The impact of brand personality on brand-aroused feelings. u: ANZMAC 2008: Managing in the Pacific Century, Auckland, Proceedings
Murase, H., Bojanic, D. (2004) An Examination of the Differences in Restaurant Brand Personality Across Cultures. Journal of Hospitality & Leisure Marketing, 11(2-3): 97-113
Oklevik, O. (2007) Effects of brand personality. Sogn and Fjordane University College-Nordic Academy of Management, Working paper
Olins, V. (2003) O brendu. Beograd: Profile
Pham, M., Cohen, Joel B., Pracejus, John W., Hughes, G. (2001) Affect Monitoring and the Primacy of Feelings in Judgment. Journal of Consumer Research, 28(2): 167-188
Plummer, J.T. (1984) How personality makes a difference. Journal of Advertising Research, 24(6): 27-32
Puzakova, M., Kwak, H., Rocereto, J.F. (2009) Pushing the envelope of brand and personality: Antecedents and moderators of anthropomorphised brands. Advances in Consumer Research, 36: 413-420
Rajagopal (2004) Impact of advertising variability on building customer based brand personality under competitive environment: Empirical analysis in reference to Mexico. www.econpapers.repec.org/paper/wpawuwpit/0407002.htm, pristupljeno: 29. 10. 2012
Rojas-Méndez, J.I., Erenchun-Podlech, I., Silva-Olave, E. (2004) The Ford Brand Personality in Chile. Corporate Reputation Review, 7(3): 232-251
Romaniuk, J. (2008) Comparing Methods of Measuring Brand Personality Traits. Journal of Marketing Theory and Practice, 16(2): 153-161
Siguaw, J. A., Mattila, A., Austin, J. R. (1999) The Brand-Personality Scale: An Application for Restaurants. Cornell Hotel and Restaurant Administration Quarterly, 40(3): 48-55
Sirgy, J.M., Johar, J.S., Samli, A.C., Claiborne, C.B. (1991) Self-congruity versus functional congruity: Predictors of consumer behavior. Journal of the Academy of Marketing Science, 19(4): 363-375
Sophonsiri, S., Polyorat, K. (2009) The impact of brand personality dimensions on brand associations. Journal of Global Business and Technology, 5(2): 51-62
Spielman, N. (2008) The restaurant personality scale. u: EDAMBA Summer Academy (XVII), Working paper
Starčević, S. (2011) Lični koncept kao značajna determinanta izbora brendova i ponašanja potrošača u kupovini. Marketing, vol. 42, br. 2, str. 106-117
Stein, D. (2004) Testing the reliability and validity of a brand-personality measurement tool. University of Florida, Master's thesis
Sung, Y., Kim, J. (2007) Consequences of brand personality: Associative linkages of brand personality and brand trust, affect and loyalty. u: Proceedings of the American Academy of Advertising Conference, Burlington
Sung, Y., Tinkham, S.F. (2005) Brand Personality Structures in the United States and Korea: Common and Culture-Specific Factors. Journal of Consumer Psychology, 15(4): 334-350
Supphellen, M., Gronhaug, K. (2003) Building foreign brand personality in Russia: The moderating effect of consumer ethnocentrism. International Journal of Advertising, 22(2): 203-226
Szybillo, G.J., Jacoby, J. (1974) Intrinsic versus extrinsic cues as determinants of perceived product quality. Journal of Applied Psychology, 59(1): 74-78
Thomas, B.J., Sekar, P.C. (2008) Measurement and validity of Jeniffer Aakers brand personality scale for colgate brand. Vikalpa, vol. 33, br. 3, 49-61
Upshaw, L.B. (1995) Building brand identity - a strategy for success in a hostile marketplace. New York: John Wiley & Sons
van de Rijdt, T. (2008) Measuring self-congruity using human personality and brand personality: The effect of personality congruence on brand preference. University of Twente Netherlands, Communication study
van Rekom, J., Jacobs, G., Verlegh, P.W.J., Podnar, K. (2006) Capturing the essence of a corporate brand personality: A Western brand in Eastern Europe. Journal of Brand Management, 14(1/2): 114-124
Venable, B.T. (2005) The Role of Brand Personality in Charitable Giving: An Assessment and Validation. Journal of the Academy of Marketing Science, 33(3): 295-312
Wee, T.T.T. (2004) Extending human personality to brands: The stability factor. Journal of Brand Management, 11(4): 317-330
Wells, W.D., Andriuli, F.J., Goi, F.J., Seader, S. (1957) An adjective check list for the study of. Journal of Applied Psychology, 41(5): 317-319
Yoo, C., Park, J., MacInnis, D.J. (1998) Effects of Store Characteristics and In-Store Emotional Experiences on Store Attitude. Journal of Business Research, 42(3): 253-263
Yoon, C., i dr. (2004) Comparing brand and human personality via functional magnetic resonance imaging. Journal of Consumer Research, 33(6): 31-40
Zeugner-Ruth, K. (2011) The impact of country personality, product-country image and sociopsychological construct on consumers behavioral intentions. Vlerick Leuven Gent Management School, Working paper