A Prototype of Multicomponent Brand Personality Structure: A Consumption Synmbolism Approach
Version of Record online: 10 JAN 2013
© 2013 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 30, Issue 2, pages 173–186, February 2013
How to Cite
Lee, E.-J. (2013), A Prototype of Multicomponent Brand Personality Structure: A Consumption Synmbolism Approach. Psychol. Mark., 30: 173–186. doi: 10.1002/mar.20596
- Issue online: 10 JAN 2013
- Version of Record online: 10 JAN 2013
Brand personality (BP) in the postmodern marketplace encompasses a variety of anthropomorphized attributes associated with a brand, reflecting on a wide spectrum of social, cultural, and psychological associations capturing various aspects in everyday life stories of consumers. Most prior research onBP, however, has employed a psychology-based approach, and has not yet fully demonstrated the concept's market-driven scope in the contemporary brand schema. To bridge the gap between the practitioner and scholar, this study employed a consumption symbolism approach to develop a multicomponent structure ofBP. A qualitative study was conducted with 36 brands of six product/service categories (fashion/luxury, beverage, automotive, personal computer, cosmetics, and retailer) within a specific context (South Korea). The results yielded a prototype of multicomponent BP structure consisting of one psychological component (traits) and three sociocultural components (narratives of socioeconomic/life scene/physical variability). The findings of the study broaden the current understanding of BP by suggesting a multidisciplinary perspective embracing its sociocultural aspects, and by empirically demonstrating the prototype reflecting on a wide spectrum of consumer narratives.