Cultural factors that impact brand personification strategy effectiveness Article

Aguirre-Rodriguez, A. (2014). Cultural factors that impact brand personification strategy effectiveness . Psychology and Marketing, 31(1), 70-83. 10.1002/mar.20676

cited authors

  • Aguirre-Rodriguez, A

abstract

  • A brand personification is a human-like portrayal of a product or brand that is designed to associate the brand with certain human characteristics. Brand personifications, such as fictional human characters (e.g., Mr. Clean), human-like brand characters (e.g., Pillsbury doughboy), and product animations (e.g., M&M's characters), portray human-like personality characteristics intended to shape consumers' brand images. However, a brand personification strategy that appeals to consumers in one cultural context will not necessarily appeal to consumers in another cultural context. To explore cultural factors impacting brand personification strategies, a literature review was conducted. Ten research propositions were developed for future research and managerial implications were discussed. © 2013 Wiley Periodicals, Inc.

authors

publication date

  • January 1, 2014

published in

Digital Object Identifier (DOI)

start page

  • 70

end page

  • 83

volume

  • 31

issue

  • 1