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Clarifying the brand personality construct in Malaysia
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Mohtar, M., Rudd, John M. and Evanschitzky, H. (2019) Clarifying the brand personality construct in Malaysia. Journal of Consumer Marketing, 36 (7). pp. 869-884. doi:10.1108/JCM-03-2018-2617 ISSN 0736-3761.
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Official URL: https://doi.org/10.1108/JCM-03-2018-2617
Abstract
The current study investigates the variations in brand personality trait items to describe both global and local brands in Malaysia. We adopted both factor analytic and experimental methods to investigate the internal and external validity of Malaysia brand personality (MBP) scale. We followed a stringent scale development process that ensures our scale conforms to psychometric properties. In seven studies, our results show that the 22-item 4-factor Malaysian brand personality scale adheres to strong psychometric properties of scale development process. The findings further indicate that there are seven indigenous traits, while most traits emerge from factor analyses originate from studies of Aaker (1997) and colleagues (2001). This confirms universality of some brand personality traits and dimensions. Within the limits of the study, we did not examine the MBP facet level, and were confined by respondents in Klang Valley only. Nonetheless, the MBP scale enables marketing managers in Malaysia to focus on brand personality dimensions that their customers can relate to. In other words, marketing communications can be more efficient when managers can identity brand personality traits that enhance customers behaviors and profitability. Malaysia is a multicultural and multiethnic country which is increasingly becoming the focus of international brand expansion. We view that the development of the MBP scale is timely and should provide managers further insights into the brand personality structure that is relevant in Malaysia.
Item Type: | Journal Article | ||||||
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Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School |
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Journal or Publication Title: | Journal of Consumer Marketing | ||||||
Publisher: | Emerald Publishing Limited | ||||||
ISSN: | 0736-3761 | ||||||
Official Date: | 18 July 2019 | ||||||
Dates: |
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Volume: | 36 | ||||||
Number: | 7 | ||||||
Page Range: | pp. 869-884 | ||||||
DOI: | 10.1108/JCM-03-2018-2617 | ||||||
Status: | Peer Reviewed | ||||||
Publication Status: | Published | ||||||
Reuse Statement (publisher, data, author rights): | Mohtar, M., Rudd, J. and Evanschitzky, H. (2019), "Clarifying the brand personality construct in Malaysia", Journal of Consumer Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JCM-03-2018-2617 | ||||||
Access rights to Published version: | Restricted or Subscription Access | ||||||
Date of first compliant deposit: | 12 June 2019 | ||||||
Date of first compliant Open Access: | 13 August 2019 | ||||||
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