Cultural Factors That Impact Brand Personification Strategy Effectiveness
Article first published online: 20 DEC 2013
© 2013 Wiley Periodicals, Inc.
Psychology & Marketing
Special Issue: Brand Personification
Volume 31, Issue 1, pages 70–83, January 2014
How to Cite
Aguirre-Rodriguez, A. (2014), Cultural Factors That Impact Brand Personification Strategy Effectiveness. Psychol. Mark., 31: 70–83. doi: 10.1002/mar.20676
- Issue published online: 20 DEC 2013
- Article first published online: 20 DEC 2013
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.