Managing media brands: avoiding multiple personality disorder

Malmelin, Nando and Johanna Moisander (2014) Brands and branding in media management – towards a research agenda. International Journal of Media Management, 16 (1), 9-25., 2014

""This article provides a systematic overview and conceptual analysis of existing research on brands and branding in the literature on media management. The aim is to advance knowledge in the field by mapping out the different ways in which brands are understood and conceptualized in the literature. In doing so, the article identifies overlooked research areas and works towards a research agenda for future scholarly research on the topic. Overall, it is argued that the further development of the area calls for a more systematic theoretical analysis of the nature of media brands and the specific features and complexities of the media field as a strategic business environment where brands are built and managed. The development of the research area would seem to be crucially important not only for scholarly reasons but also because strong brands seem to be gaining strategic value and importance in today’s changing and highly competitive media markets. Citing information: Malmelin, Nando & Johanna Moisander (2014) Brands and Branding in Media Management—Toward a Research Agenda. The International Journal on Media Management, 16:9–25 http://www.tandfonline.com/doi/full/10.1080/.U44Mfxb9_wI

This research investigates the influence of individual personality on perception of brand personality when information is processed from advertisement. An experiment was designed to investigate the role of individual personality and personal relevance in moderating the relationship between advertising and brand personality perceptions. Results reveal that advertising or communication program plays a key role in perception of brand personality. Further analysis with MANCOVA indicates that, individual’s personality dimensions do influence certain brand personality dimensions. This implies that communicating a designated brand personality is influenced by the personality traits of the target audience.

Journal of Mass Communication, University of Karachi, 2016

This research study investigates the brand personality of the top five news channels of Pakistan including Geo, ARY, Express, Bol and Samaa News in the age of media dark. It is quantitative in approach and adopted ‘Aaker’s Dimension of Personality Traits Model’ for investigation and analysis. The respondents, exclusively news viewers, are sampled and data is collected through a carefully designed questionnaire from 200 participants, aged between 18 and 60 years. The sampled respondents represent diverse socio-economic class ranging from A to E from the city of Karachi. An in-depth analysis is done to identify the perceived brand personality of the leading news channels of the country. Findings of the study indicate that there are a significant personality and brand image of each news channel with some unique and other common attributes recognized by the native news viewers during a public survey. This research will enable concerned news channels to be aware of their brand image from the audience perspective and revisit their programme and marketing strategies accordingly. Besides, understanding of the channel’s persona will further assist them to identify and approach the appropriate potential and current advertisers for business with better insights about the unique personality traits of their channels.

Journal of Economic Psychology, 2001

The Big Five Model of human personality , J. Pers. Soc. Psychol. 59, 1216 reduces the large number of adjectives describing human personalities to only ®ve latent dimensions (the so-called Big Five Factors of Extroversion, Agreeableness, Conscientiousness, Emotional Stability, and Openness), which provide a consensual framework for classifying and organizing descriptors of human personality. This paper examines 12 mass-market brands to determine to what extent, in a consumer setting, the Big Five can serve as a metaphor to describe enduring characteristics of brands. More than 1500 subjects evaluated their own personalities and those of three brands by using 40 adjectives (8 for each trait) typical of the dimensions of human personality according to the Big Five Factor Model. Results from exploratory factor analyses showed that the ®ve-factor structure is not replicated when describing brands. Rather, at a higher level of abstraction in the hierarchical organization of personality characteristics, results supported a two-trait solution. It was also found that descriptors of human personality convey different meanings when attributed to different brands. (G.V. Caprara). 0167-4870/01/$ -see front matter Ó 2001 Elsevier Science B.V. All rights reserved. PII: S 0 1 6 7 -4 8 7 0 ( 0 1 ) 0 0 0 3 9 -3 While the psycholexical approach remains a suitable procedure to identify brand descriptors, the factors used to describe human personalities appear to be inappropriate for describing the brands studied here. Ó

International Journal of Research in Marketing, 2009

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Consumption Markets & Culture, 2009

Analyses of business models and media consumption within the traditions of media economics and media management explicitlybut mostly implicitly-rely on the representation of a media consumer that rationally pursues the maximisation of utility. Such concept provides the basis for the generalised understanding of the passive consumer of media goods, motivated by subjective wants, needs and preferences. Yet, the digitalisation of media production and distribution has fundamentally changed consumers, producers and their relationship. Users of digital media platforms select, purchase or attend the output of media providers, and leave traces of their digital activities for marketers and advertisers. In addition, they supply content, rate, comment, and share or promote among their network the offers of media providers. The increasing variety of media providers are better understood as brands proposing different value generating activities rather than substitute products at different prices. Critically and by drawing from literature from a variety of research traditions, including political economy of communication, sociology, philosophy and marketing, this theoretical paper discusses the features of the active user of media brands, the hypothetical recipient of the business models of digital media services such as YouTube, Google, Netflix, Amazon Video or Facebook. It is argued that practical knowledge, affect, different types of gratifications and universal values, which are guiding principles for a better life, should be taken into account.

Journal of Product & Brand Management, 2018

PurposeThis paper aims to critique human personality as a theory underpinning brand personality and to propose instead a theory from human perception, and by doing so, to identify universally relevant dimensions.Design/methodology/approachA review of published measures of brand personality, a re-analysis of two existing data bases and the analysis of one new database are used to argue and test for the dimensions derived from perception theory.FindingsExisting work on brand personality suggests 16 separate dimensions for the construct, but some appear common to most measures. When non-orthogonal rotation is used to re-analyse existing trait data on brand personality, three dimensions derived from signalling and associated theory can emerge: sincerity (e.g. warm, friendly and agreeable), competence (e.g. competent, effective and efficient) and status (e.g. prestigious, elegant and sophisticated). The first two are common to most measures, status is not.Research limitations/implication...

Journal of Targeting, Measurement and Analysis for Marketing, 2000

Brands are perceived to possess a personality that consumers use as an avenue for selfexpression or to experience the emotional benefits by which the brand differentiates itself from others. Despite developments made in this area, the focus has been solely on the role of brand attributes and their utilitarian functions in influencing consumer attitudes. Very little progress has been made to show how brands are used for selfexpressive purposes. This review thus discusses how consumers have a part to play in influencing how brand personality is perceived. This is based on the fact that as consumers build trusting relationships with their preferred brand, they will reinforce positive attitudes towards the brand. To build the theoretical framework, issues pertaining to brand personality dimensions, such as self-concept, self-congruity between brands and their consumers and self-expression using brands, will be reviewed. Further, the paper examines the impact of cultural dimensions of individualism and collectivism on self-congruity. This provides a base for examining the fact that the cultural orientation of consumers may have an implication towards the proposed influence of the consumer's self on the personality of the brand. Finally, the review examines the effects of consumer demographic profiles on the consumer's self-congruity with brand personality. The review will generate and develop relevant research propositions. This will be justified by the conceptual and managerial implications that would radiate from the proposed study.

Journal of Product & Brand Management, 2010

The purpose of the current research paper is to uncover the relations between brand and human personality by identifying brand preferences of consumers with different personality types.

2019

In our post-modern era, the brand is perceived more than a simple means of identification of the producer and a tool of differentiation and distinctiveness. From the consumer’s angle, it is seen as a partner in a deep, affective and long-lasting relationship that reflects his personality, values, social status, ideology, world view to match with this new perception, managers should infuse their brands with distinctive traits that match with the current and potential customers’ needs and identification desire. This research goes in this stream of studies that focus on brand personality and its ability to create, develop and maintain a strong consumer-brand tie. The findings showed that Private Labels’ personality is capabe enough to generate trust and attachment in the Tunisian context.