The relationship between individuals’ personality and specific brand personalities

Haak, Xanri (2017-12)

Thesis (MCom)--Stellenbosch University, 2017.

Thesis

ENGLISH SUMMARY : The rapidly changing nature of businesses and the current competitive environment in which they operate require managers to focus on designing, developing and promoting new products and brands with creative and innovative features in order to distinguish them from other products and brands. Following the importance of brands in distinguishing them from the rest of the market, managers have also realised the power of brands and their influence on consumers’ perceptions, associations and preferences. Various strategies are used to distinguish brands, although little research has investigated strategies focusing on the link between brand personality and individual personalities. Against the background of the challenge marketers face in influencing consumers’ perceptions, associations and preferences, this study attempts to assess the relationship between individuals’ personalities and specific brand personalities. The secondary research objectives specifically assessed whether there is a relationship between each of the Big Five personality dimensions and specific brand personalities. This study is based on a review of existing literature, covering aspects within both the branding (i.e. brand equity, brand knowledge, brand associations and brand personality) and personality (i.e. conceptualisation, personality approaches and the personality trait theory) landscape. The empirical aspect of this study made use of an exploratory mixed methods approach conducted in two phases, namely a qualitative and a quantitative phase. The aim of the qualitative research phase was to identify and select four car brands with perceived brand personalities (reflecting the Big Five personality dimensions) that differ significantly from one another for the purpose of the follow-up quantitative research phase. Firstly, a focus group discussion was conducted to identify ten car brands perceived as familiar among consumers. These brands were then used in the second stage of the qualitative phase, in which participants were asked to match a number of brand personality traits to each car brand and model, using picture and word associations. The outcome of the qualitative research was used to build upon the quantitative research phase. The quantitative research phase was conducted by means of a structured online web-based questionnaire, measuring brand personality, personality and purchase intent. The questionnaire link was distributed via email and the social networking site Facebook. No screening criteria were set and the realised sample consisted of males and females of all races between the ages of 25 and 65, who fell into the LSM categories 8 to 10, have an understanding of the English language and live in South Africa. A Pearson’s correlation coefficient test statistic was performed to assess the research objectives of this study – the relationship between individuals’ personalities and specific brand personalities. The findings of this study indicate that personality variables are not strong enough to be reliable predictors of individuals’ brand preferences or intent to buy a specific brand personality; however, the significant findings on the relationship between specific personality dimensions and brand personalities offer useful insights for managers.

AFRIKAANSE OPSOMMING : Die snel veranderende aard van die sakewêreld en die huidige mededingende omgewing waarin dit funksioneer, vereis dat bestuurders moet fokus op die ontwerp, ontwikkeling en bevordering van nuwe produkte en handelsmerke met kreatiewe en innoverende kenmerke wat hulle van ander produkte en handelsmerke onderskei. Op grond van die belangrikheid van handelsmerke om hulle van die res van die mark te onderskei, het bestuurders die krag van handelsmerke besef, asook hulle invloed op verbruikers se persepsies, assosiasies en voorkeure. Verskeie strategieë word gebruik om handelsmerke te onderskei, hoewel daar min navorsing is oor die strategieë wat fokus op die skakel tussen handelsmerkpersoonlikheid en verbruikerspersoonlikhede. Teen die agtergrond van die uitdagings wat bemarkers in die gesig staar om verbruikerspersepsies, -assosiasies en -voorkeure te beïnvloed, poog hierdie studie om die verhouding tussen individue se persoonlikhede en spesifieke handelsmerkpersoonlikhede te assesseer. Die sekondêre navorsingsdoelwitte het spesifiek ondersoek of daar ‘n verhouding is tussen elkeen van die Groot Vyf persoonlikheidsdimensies en hulle ooreenstemmende handelsmerkpersoonlikheid. Hierdie studie is gebaseer op ’n studie van die bestaande literatuur en dek aspekte van binne beide die landskap van die handelsmerk (m.a.w. handelsmerk-ekwiteit, handelsmerkkennis, handelsmerkassosiasies en handelsmerkpersoonlikheid) en die landskap van persoonlikheid (m.a.w. konseptualisering, persoonlikheidsbenaderings en persoonlikheidstrekteorie). Die empiriese aspek van hierdie studie maak gebruik van ‘n verkennende gemengde metode benadering in twee fases, naamlik ’n kwalitatiewe en ’n kwantitatiewe fase. Die doelwit van die kwalitatiewe navorsingsfase was om vier motorhandelsmerke te identifiseer en te kies wat duidelike handelsmerkpersoonlikhede het (wat die Groot Vyf persoonlikheidsdimensies weerspieël) wat noemenswaardig van mekaar verskil. Die doel hiervan was om hulle in die daaropvolgende kwantitatiewe navorsingsfase te gebruik. Eerstens is ‘n fokusgroep-bespreking gehou om tien motorhandelsmerke te identifiseer waarmee die deelnemers bekend was. Hierdie handelsmerke is toe in die tweede stadium van die kwalitatiewe fase gebruik, waarin die deelnemers gevra is om ’n aantal handelsmerk persoonlikheidstrekke aan elke motorhandelsmerk en model te koppel deur van prent- en woordassosiasies gebruik te maak. Daar is in die kwantitatiewe navorsingsfase op die uitkoms van die kwalitatiewe navorsing gebou. Die kwantitatiewe navorsingsfase is deur middel van ‘n gestruktureerde aanlyn webgebaseerde vraelys uitgevoer om handelsmerkpersoonikheid, persoonlikheid en bedoeling om te koop te meet. Die skakel na die vraelys is via e-pos en die sosiale netwerk-webwerf Facebook versprei. Geen siftingskriteria is gestel nie en die uiteindelike monster het bestaan uit mans en vrouens van alle rasse tussen die ouderdomme van 25 en 65, wat deel was van die LSM-kategorieë 8 tot 10, met ’n begrip van die Engelse taal en wat in Suid-Afrika woon. ‘n Pearson se korrelasiekoëffisiënt toetsstatistiek is uitgevoer om die navorsingsdoelwitte van hierdie studie te assesseer – die verhouding tussen individue se persoonlikhede en spesifieke handelsmerkpersoonlikhede. Die bevindings van hierdie studie dui daarop dat persoonlikheidsveranderlikes nie sterk genoeg is om betroubare voorspellers te wees van individue se handelsmerkvoorkeure of bedoeling om ‘n spesifieke handelsmerkpersoonlikhied te koop nie; die betekenisvolle bevindings oor die verhouding tussen spesifieke persoonlikheidsdimensies en handelsmerkpersoonlikhede bied egter nuttige insigte vir bestuurders.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/102966
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