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A Study on Perception Structure of Consumer-focused Brand Personality Traits
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소비자 중심의 브랜드 개성 특성 지각 구조에 관한 연구

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Type
Academic journal
Author
Journal
한국소비문화학회 소비문화연구 소비문화연구 제23권 제2호 KCI Accredited Journals
Published
2020.1
Pages
107 - 133 (27page)

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A Study on Perception Structure of Consumer-focused Brand Personality Traits
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In 1997, Jennifer L. Aaker published research of brand personality scales consisting of five dimensions developed by using research methods used to develop five-factor models of personality psychology and personality adjectives. And it has been revitalized and used in various research themes for marketing and brand strategy. But the research method used in developing five-factor models of personality psychology is related to the personality of the perception object, which is a factor analysis method based on the correlation between personality traits. Otherwise, in order to grasp the personality inference structure possessed by the subject who perceives the object, analysis methods that take into consideration the similarity of personality features, such as cluster analysis and multidimensional scaling, are used. And in the field of personality psychology, the results are defined separately from the external structure and the internal structure of the personality perception. This research focused on grasping the inference structure of brand personality possessed by consumers who are the main actors of brand personality perception that previous researches on brand personality were not considered. For the research, researcher selected 20 brands with high brand familiarity in Korean market of various product categories and conducted a brand personality survey for consumers. And, with collected data, researcher used cluster analysis and multidimensional scaling to develop perceptual brand personality map. This research suggests a way to visually express the relationship between brand personality factors and characteristics, which has been evaluated as not easy to apply practically, to enable marketers to easily identify differences in personality traits of competing brands perceived by target consumers.
#Brand Personality #Perceptual Map #Cluster Analysis #Multi Dimensional Scaling

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References (46)

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김정구 / 1998 / 브랜드 개성을 통한 광고전략 연구 / 광고학연구 9(1):37~52 google schola 김충련 / 2017 / SPSS 데이터분석 / 21세기사 google schola 김현철 / 2016 / 소비자의 성역할과 크로스젠더 브랜드 확장 평가 / 소비문화연구 19(4):83~109 dbpia 박범순 / 2010 / 광고가 표현하는 브랜드 개성과 소비자가 인식하는브랜드 개성의 일치성연구: 제품유형별 최초 시장 진입브랜드의 광고를 중심으로 / 한국광고홍보학보 12(1):156~184 dbpia 박성연 / 2006 / 브랜드 개성과 자아이미지 일치성이 소비자 만족, 소비자-브랜드 관계 및 브랜드 충성도에 미치는 영향 : 한국 소비자들의 브랜드 개성과 소비자-브랜드 관계 유형 인식을 중심으로 / 광고학연구 17(1):7~24 dbpia

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