A six-factor model of brand personality and its predictive validity Cover Image

A six-factor model of brand personality and its predictive validity
A six-factor model of brand personality and its predictive validity

Author(s): Marko Živanović, Sofija Čerović, Jovana Bjekić
Subject(s): Personality Pschology, Organizational Psychology
Published by: Društvo psihologa Srbije
Keywords: brand personality; Honesty-Humility; HEXACO; brand trust

Summary/Abstract: The study examines applicability and usefulness of HEXACO-based model in the description of brand personality. Following contemporary theoretical developments in human personality research, Study 1 explored the latent personality structure of 120 brands using descriptors of six personality traits as defined in HEXACO model: Honesty-Humility, Emotionality, Extraversion, Agreeableness, Conscientiousness, and Openness. The results of exploratory factor analyses have supported HEXACO personality six-factor structure to a large extent. InStudy 2 we addressed the question of predictive validity of HEXACO-based brand personality. Brand personality traits, but predominantly Honesty-Humility, accounted for substantial amount of variance in prediction of important aspects of consumer-brand relationship: attitude toward brand, perceived quality of a brand, and brand loyalty. The implications of applying HEXACO-based brand personality in marketing research are discussed.

  • Issue Year: 50/2017
  • Issue No: 2
  • Page Range: 141-155
  • Page Count: 15
  • Language: English