Индивидуальность бренда и ее характеристики
Aaker J.

Модель индивидуальности бренда;
Антецеденты индивидуальности бренда;
Измерение индивидуальности бренда;
Что такое индивидуальность бренда?;
Формирование личностных характеристик;
Выбор стимулов;
Метод Респонденты;
Порядок проведения исследования;
Идентификация показателей индивидуальности бренда;
Оценка стабильности показателей индивидуальности бренда;
Идентификация граней;
Символическое использование брендов
в разных культурах;


Несмотря на огромное количество исследований по личной психологии, в которых
была предпринята попытка концептуализировать личность человека, определить
роль показателей "большой пятерки", выяснить значение каждого из них, тем не
менее, параллельных исследований по изучению влияния потребительского поведения на индивидуальность бренда до настоящего времени не было. Таким образом, анализ символического использования брендов в работах и исследованиях
потребительского поведения был весьма ограниченным. В данной статье автор попытался разработать теоретическую модель индивидуальности бренда, выяснив
количество и природу факторов индивидуальности бренда, в частности, искренности, яркости, компетентности, изысканности и силы. Для того чтобы выяснить
факторы индивидуальности того или иного бренда, была разработана специальная
шкала измерений. В заключении данной работы обсуждается практическое и теоретическое значение использования брендов.

Журнал: «Бренд-менеджмент» — №2, 2001 (© Издательский дом Гребенников)
Объем в страницах: 14
Кол-во знаков: около 39,209

Aaker, Jennifer and Durairaj Maheswaran (1997). The Impact of Cultural Orientation on Persuasion // Journal of Consumer Research, forthcoming. Aaker, Jennifer and Bernd Schmitt (1977). The Influence of Uclture on the Self-Expressive Use of Brands // Working Paper #274, UCLA Anderson graduate School of Management. Alt, Michael and Steve Griggs (1988). Can A Brand Be Cheeky // Marketing Intelligence and Planning, 4 (6), 9–16. Bagozzi, Richard P. and Todd F. Heatherton (1994). A General Approach to Representing Multifaceted Personality Constructs: Application to State Self-Esteem Use of Brands // Working paper #274, UCLA Anderson Graduate School of Management. Alt, Michael and Steve griggs (1988). Can A brand Be Cheeky? // Marketing Intelligence and Planning, 4(6), 9–16. Bagozzi, Richard P. and Todd F. Heatherton (1994). A general Approach to Representing Multifaceted personality Constructs: Application to State Self-Esteem // Structural Equation Modeling, 1 (1), 35–67. Batra, Rejeev, Donald R. Lehmann, and Dipinder Singh (1993). The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences in Brand Equity and Advertising, David A. Aaker and Alexander Biel, eds. Hillsdale, NJ: Lawrence Erlbaum Associates. Belk, Russell W. (1988). Possessions and the Extended Self // Journal of Consumer Research, 2 (September), 139–168. Bellenger, Danny N., Earle Steinberg and Wilbur W. Stanton (1976). The Congruence of Store Image and Self Image // Journal of Retailing, 52 (Spring), 17–32. Bentler, Peter M. (1990). Comparative Fit Indexes in Structural Models // Psychological Bulletin, 107, 238–246. Biel, Alexander (1993). Converting Image into Equity in Brand Equity and Advertising, David A. Aaker and Alexander Biel, eds. Hillsdale, NJ: Lawrence Erlbaum Associates. Briggs, Steven (1992). Assessing the Five-Factor Model of Personality Description // Journal of Personality, 60 (2), 253–293. Chaiken, Shelly and Durairaj Maheswaran (1994). Heuristic Processing Can Bias Systematic Processing: Effects of Source Credibility, Argument Ambiguity, and Task Importance on Attribute Judgment // Journal of Personality and Social Psychology, 66 (3), 460–473. Church, Timothy A. and Peter J. Burke (1994). Exploratory and Confirmatory Tests of the Big Five and Tellegen’s Three and Four-Dimensional Models // Journal of Personality and Social Psychology, 66 (1), 93–114. Churchill, Gilbert A., Jr. (1979). A Paradigm for Developing Better Measures of Marketing Constructs // Journal of Marketing Research, 16 (February), 64–73. Digman, John M. (1990). Personality Structure: Emergence of the Five-Factor Model // Annual Review of Psychology, 41, 417–440. Dolich, Ira J. (1969). Congruence Relationship Between Self-Image and Product Brands // Journal of Marketing Research, 6 (February), 80–84. Epstein, Seymour (1977). Traits are Alive and Well // Persoanlity at the Crossroads, D. Magnusson and N.S. Endler, eds. Hillsdale, NJ: Lawrence Erlbaum Associates, 83–98. EquiTrend (1992), Total Research Corporation, Princeton, NJ. Everett, John E. (1983). Factor Comparability as a means of Determining the Number of Factors and Their Rotation // Multivariate Behavioral Research, 18, 197–218. Fishbein, Martin and Icek Ajzen (1975). Belief, Attitude, Intension and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley. Fournier, Susan (1994). A Consumer-Brand Relationship Framework for Strategy Brand Management: Unpublished doctoral dissertation, University of Florida. Gilmore, George W. (1919). Animism. Boston: Marshall Jones Company. Halliday, Jean (1996). Chrysler Brings Out Brand Personalities with «97 Ads» // Advertising Age (September 30), 3. John, Oliver (1990). The ‘Big Five’ Factor Taxonomy: Dimensions of Pesoanality in the Natural Language and in Questionnaires // Handbook of Personality: Theory and Research, L.A. Pervin, ed. San Francisco: Harper, 66–100. Kassarjian, Harold H. (1971). Personality and Consumer Behavior // A Review. Journal of Marketing Research, 8 (November), 409–18. Katz, Daniel (1960). The Functional Approach to the Study of Attitudes // Public Opinion Quarterly, 24, 163–204. Keller, Kevin L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity // Journal of Marketing, 57 (January), 1–22. Kleine, Robert E., Susan Schultz Kleine, and Jerome B. Kernan (1993). Mundane Consumption and the Self: A Social-Identity Perspective // Journal of Consumer Psychology, 2 (3), 209—235. Kleine, Susan Schultz, Robert E. Kleine III and Chris T. Allen (1995). How Is a Possession ‘Me’ or ‘Not me’? Charactering Types and an Antecedent pf Material Possession Attachment // Journal of Consumer Research, 3 (December), 327–343. Levy, Sidney J. (1959). Symbols for Sales // Harvard Business Review, 37 (4), 117–124. Maheswaran, Durairaj and Shelly Chaiken (1991). Promoting Systematic Processing in Low Motivation Settings: Effect of Incongruent Information on processing Judgment // Journal of Personality and Social Psychology, 61, 13–25. Malhotra, Naresh K. (1981). A Scale to measure Self-Concepts, Person Concepts and Product Concepts // Journal of Marketing Research, 23 (November), 456–464. Malhotra, Napesh (1988). Self Concept and Product Choice: An Integrated Perspective // Journal of Economic Psychology, 9, 1–28. Markus, Hazel (1977). Self-Schemata and Processing Information About the Self // Journal of personality and Social Psychology, 35 (2), 63–68. Markus, Hasel and Shinobu Kitayama (1991). Culture and the Self: Implications for Cognition, Emotion and Motivation // Psychology review, 98, 224–253. Markus, Hasel and Elissa Wurf (1987). The Dynamic Self-Concept: A Social Psychological Perspective // Annual Review of Psychology, 38 (2), 299–337. McCracken, Grant (1989). Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process // Journal of Consumer research, 16 (3), 310–321. McCrae, Robert R. and Paul T. Costa, Jr. (1989). The Structure of interpersonal Traits: Wiggin’s Circumplex and Five-Factor Model // Journal of personality and Social Psychology, 56 (4), 586–595. Norman, Warren T. (1963). Toward an Adequate Taxonomy of Personality Attribute: Replicated Factor Structure in peer Nomination personality Ratings // Journal of Abnormal and Social Psychology, 66, 574–583. Nunnally, Jum C. (1978), Psychometric Theory. New York: McGraw-Hill, Inc. Osgood, Charles E., George J. Suci, and Percy H. Tannenbaum (1957). The Measurement of Meaning. – Chicago: University of Illinois Press. Park, Bernadette (1986). A Method for Studying the Development of Impressions of Real People // Journal of Personality and Social Psychology, 51, 907-917. Paunonen, Sampo V., Douglas N. Jackson, Jerzy Trzebinski and Friendrich Forsterling (1992). Personality Structure Across Cultures: A Multimethod Evaluation // Journal of personality and Social Psychology, 62 (3), 447—456. Pendergrast, Mark (1993), For God, Country and Coca-Cola. New York: Charles Scribner’s Sons. Piedmont, Ralph L., Robert R. McCrae and Paul T. Costa, Jr. (1991). Adjective Check List Scales and the Five-Factor Model // Journal of Personality and Social Psychology, 60 (4), 630–637. Plummer, Joseph T. (1985). Brand Personality: A Strategic Concept For Multinational Advertising // Marketing Educators’ Conference. New York: Young & Rubicam, 1–31. Ratchford, Brian (1987). New Insights About the FCB Grid // Journal of Advertising Research, 27 (August/September), 24–26. Rook, Dennis W. (1985). The Ritual Dimension of Consumer Behavior // Journal of Consumer Research, 12 (December), 251–264. Sirgy, Joseph (1982). Self-Concept in Consumer Behavior: A Critical Review // Journal of Consumer Research, 9 (December) 287–300. Tupes, Ernest C. and Raymond E. Christal (1958). Stability of personality trait Rating Factors Obtained Under Diverse Conditions // USAF WADS Technical Report No. 58–61. Lackland Air Force Base TX: U.S. Air Force. Wells, William, Frank J. Andriuli, Fedele J. Goi, and Stuart Seader (1957). An Adjective Checklist for the Study of ‘Product Personality // Journal of Applied Psychology, 41, 317–319.

Aaker Jennifer

Профессор маркетинга Школы управления университета штата Калифорния, Лос-Анджелес (Anderson School of Management, University of California).

Закончила Калифорнийский университет в Беркли. Преподает маркетинг в Стэнфордском университете (Stanford University). Область научных интересов — реклама, брендинг и поведение потребителей. Ее статьи неоднократно публиковались в наиболее авторитетных американских изданиях по маркетингу и исследованиям потребителей. В частности, в Journal of Marketing Research, Journal of Consumer Psychology и Journal of Consumer Research. Кроме того, Дженифер Аакер консультирует компании, специализирующиеся в сфере маркетинговых коммуникаций. .