Paper Review "Brand Personality: A meta-analytic review of antecedents and consequences for the Consumer Behaviour course of MSc in International Marketing (original paper: https://goo.gl/eTMeHA) Content & Formating : Ais Konstatina, Kouroglou Elena, Sianna Lamprini, Papadimitriou Kostas, Tsilivigkou Christina

1. Brand Personality:
Α Meta-analytic Review of Antecedents
and Consequences

2. Martin Eisend
Europa-Universität Viadrina Frankfurt,
Department of Management & Marketing
Authors The Paper
Citations 29
References 33
Nicola E. Stokburger-Sauer
University of Innsbruck,
Department of Strategic Management,
Marketing and Tourism

3. “
The main purpose of the study is to define the results of
specific drivers of brand personality and to identify which
consequences are more likely to occur as a result of each
one of the 5 Brand Personality dimensions, as introduced
by Aaker,1997.

4. Connection of terms
CONSEQUENCES
BRAND
PERSONALITY
DIMENSIONS
ANTECEDENTS
MODERATORS

5. Key concepts
ANTECEDENTS
ADVERTISING
Complexity
Consistency
Hedonic Benefit Claim

6. Key concepts
ANTECEDENTS
ADVERTISING
Complexity
Consistency
Hedonic Benefit Claim
PRODUCT
CHARACTERISTICS
Branding
Country of Origin
Product Design

7. Key concepts
ANTECEDENTS
ADVERTISING
Complexity
Consistency
Hedonic Benefit Claim
PRODUCT
CHARACTERISTICS
Branding
Country of Origin
Product Design
CONSUMER
DEMOGRAPHICS
Age
Education
Gender
Nationality

8. Key concepts
ANTECEDENTS
ADVERTISING
Complexity
Consistency
Hedonic Benefit Claim
PRODUCT
CHARACTERISTICS
Branding
Country of Origin
Product Design
CONSUMER
DEMOGRAPHICS
Age
Education
Gender
Nationality
CONSUMER
PSYCHOGRAPHICS
Personality
Prior- Attitude
Self-Confidence
.

9. Key concepts
ANTECEDENTS
ADVERTISING
Complexity
Consistency
Hedonic Benefit Claim
PRODUCT
CHARACTERISTICS
Branding
Country of Origin
Product Design
CONSUMER
DEMOGRAPHICS
Age
Education
Gender
Nationality
CONSUMER
PSYCHOGRAPHICS
Personality
Prior- Attitude
Self-Confidence
.
CONSUMER BRAND
Prior Experience

10. SINCERITY
● Down-to-earth
● Honest
● Wholesome
● Cheerful
Key Concepts
BRAND PERSONALITY DIMENSIONS

11. SINCERITY
● Down-to-earth
● Honest
● Wholesome
● Cheerful
EXCITEMENT
● Daring
● Inspiring
● Imaginative
● Up-to-date
Key Concepts
BRAND PERSONALITY DIMENSIONS

12. SINCERITY
● Down-to-earth
● Honest
● Wholesome
● Cheerful
EXCITEMENT
● Daring
● Inspiring
● Imaginative
● Up-to-date
COMPETENCE
● Reliable
● Intelligent
● Successful
Key Concepts
BRAND PERSONALITY DIMENSIONS

13. SINCERITY
● Down-to-earth
● Honest
● Wholesome
● Cheerful
EXCITEMENT
● Daring
● Inspiring
● Imaginative
● Up-to-date
COMPETENCE
● Reliable
● Intelligent
● Successful
SOPHISTICATION
● Upper class
● Charming
Key Concepts
BRAND PERSONALITY DIMENSIONS

14. SINCERITY
● Down-to-earth
● Honest
● Wholesome
● Cheerful
EXCITEMENT
● Daring
● Inspiring
● Imaginative
● Up-to-date
COMPETENCE
● Reliable
● Intelligent
● Successful
SOPHISTICATION
● Upper class
● Charming
RUGGEDNESS
● Outdorsy
● Tough
Key Concepts
BRAND PERSONALITY DIMENSIONS

15. Key Concepts
CONSEQUENCES
BRAND ATTITUDE
BRAND IMAGE
BRAND RELATIONSHIP
STRENGTH
BRAND COMMITMENT
PURCHASE/ BEHAVIOURAL
INTENTIONS
PURCHASE
BEHAVIOUR/USE

16. Moderator Variables Expectation
PRODUCT TYPE
Goods Vs Services
BPD* have a larger effect on goods than services (anthropomorphization *)
PRODUCT LIFE CIRCLE
Mature Vs Early
Greater impact of BPD on mature stage brands
SAMPLE
Student Vs non-Student
The effect of BPD is greater when sample is students
STUDY DESIGN
Experiment Vs Survey
Experiments are stronger than survey
MANUSCRIPT STATUS
Published Vs non-Published
Greater effects in published studies than in non published
Key Concepts:
MODERATOR VARIABLES
*ANTHROPOMORPHIZING: The action of
attributing human characteristics, form, or
personality to something non-human.

17. Study Objectives
◉ Impact of the antecedents on brand personality dimensions
◉ Consequences of brand personality dimensions
◉ How certain moderators affect these consequences

18. Research Method
DATA COLLECTION
Secondary data collection and coding
based on studies that cited Aaker’s
work on BP dimensions and other
relative keyword searches.
META-ANALYSIS*
Based on correlation coefficients
measuring the impact of antecedents on
brand personality dimensions and the
consequences of the latter on consumer
behaviour, taking also into consideration
the influence of moderator variables.
*Meta-analysis:
A method for systematically combining pertinent qualitative and quantitative study data from several
selected studies to develop a single conclusion that has greater statistical power.

19. Impact of the antecedents
on BP dimensionsQ1

20. Advertising
Sincerity & Competence
Complexity

21. Advertising
Sophistication
Consistency

22. Advertising
Sincerity & Competence
Hedonic Benefit
Claim

23. Product Characteristics
Sincerity & CompetenceBranding
CoO Sincerity & Competence & Ruggedness

24. Product Characteristics
No influenceProduct Design

25. Consumer Demographics
Age & Education
Nationality

26. Consumer Psychographics
BP & Consumer
personality congruence
Self-Confidence
All dimensions

27. Consequences of BP
dimensionsQ2

28. Sincerity & Competence
Brand commitment

29. Brand attitude
Sincerity &
Competence
Excitement &
Ruggedness

30. Purchase Behaviour/ Use
Competence

31. Implications for marketing
● Emphasis on Sincerity and Competence rather than
Excitement.
● Recognize congruence between Consumer and Brand
personality dimensions to target certain groups of consumers.

32. Big 5 personality
dimensions
Extraversion
Agreeableness
Conscientiousness
Neuroticism
Openness to Experience
Big 5 & BP dimensions
congruence
Brand personality
dimensions
Excitement & Competence
Sincerity
Sincerity & Competence
no congruence
no congruence
•

33. Q3
How certain moderators
affect consequences

34. Product type: goods > services
Life cycle: mature stage > early stage
Sample: no influence
Study design: no influence
Manuscript status: no influence
RESULTS
How certain moderators affect consequencesQ3

35. Implications for marketing
● Easier for goods than services.
Services -> use of tools (e.g. mascots).
● Focus on establishing a consistent brand personality over time.

36. Any questions ?
Thank you!

37. Bibliography
Eisend, M., & Stokburger-Sauer, N. E. (2013). Brand personality: A meta-analytic review of
antecedents and consequences. Marketing Letters, 24, 205-216. doi:
10.1007/s11002-013-9232-7
Hajnik, Z. (2014). Big five personality traits in marketing: a literature review. University of
Vienna, Vienna, Italy. Retrieved from Academia.edu database. (UMI No. 040181)
https://himmelfarb.gwu.edu/tutorials/studydesign101/metaanalyses.html
ACADEMIC PAPERS

38. Bibliography
IMAGES
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