An Assessment of Consumer Perception of the Brand Personality of Globacom, Nigeria
DOI:
https://doi.org/10.18568/internext.v15i3.574Keywords:
Brand personality, Telecommunications industry, Exploratory factor analysis, Confirmatory factor analysis, NigeriaAbstract
Objective: (i) to adapt Aaker’s (1997) scale to measure brand personality in the Nigerian telecommunications market using the methodology identified by Avis (2012) to be the most stable in literature; (ii) to identify the traits that could be used in marketing communication in the telecommunications industry; (iii) to reveal the brand personality factors of the telecommunications industry.
Method: The study used a mixed design and survey method to sample 700 consumers of the Nigerian telecommunications industry. Data was collected using a questionnaire and analyzed using inferential statistics.
Main Results: Aaker’s (1997) scale was adapted to measure the brand personality in the Nigerian telecommunications industry and it measured six factors, namely, Sincere, Rugged, Sophistication, Competence, Innovative and Excitement..
Relevance/originality: The study provides local empirical evidence of the brand personality factors of the Nigerian telecommunication industry. The scale will be relevant in measuring the brand personality of other brands within the industry.
Theoretical/Methodological contributions: The study supported the use of Aaker’s (1997) methodology in developing brand personality scales. The findings were consistent with terminology that could be used to describe brands in the industry.
Social Contributions/For management: Managers of Nigerian telecommunication industry brands can make use of the traits identified in marketing communication in order to better present their brands.
Downloads
References
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34, 342-352.
Aaker, J.L., Benet-Martinez, V., & Garolera, J. (2001). Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constructs. Journal of Personality and Social Psychology, 81,492-508.
Avis, M. (2012). Brand personality factor based models: A critical review. Australasian Marketing Journal, 20(1), 89–96.
Budaev, S. V. (1999). Sex differences in the Big Five personality factors: Testing an evolutionary hypothesis. Personality and Individual Differences, 26, 801-813.
Carlson, B. D., Donavan, D. T., & Cumiskey, K. J. (2009). Consumer-brand relationships in sport: brand personality and identification. International Journal of Retail & Distribution Management, 37(4), 370–384.
Čáslavová, E., & Petráčková, J. (2011). The Brand Personality Of Large Sport Events, 43, 91–106.
Chan-Olmsted, S. M., & Cha, J. (2007). Branding Television News in a Multichannel Environment: An Exploratory Study of Network News Brand Personality. International Journal on Media Management, 9(4), 135–150.
Chan-Olmsted, S. M., & Cha, J. (2008). Exploring the Antecedents and Effects of Brand Images for Television News: An Application of Brand Personality Construct in a Multichannel News Environment. International Journal on Media Management, 10(1), 32–45.
Chi, C. G. Q., Pan, L., & Del Chiappa, G. (2018). Examining destination personality: Its antecedents and outcomes. Journal of Destination Marketing & Management, 9, 149-159.
Chua, B. L., Lee, S., Kim, H. C., & Han, H. (2017). Investigating the key drivers of traveler loyalty in the airport lounge setting. Asia Pacific Journal of Tourism Research, 22(6), 651-665.
Costa, P.T. & McCare, R.R. (1992). Professional Manual for the NEO-PI-R and NEO-FFI. Odessa, FL: Psychological Assessment Resources.
De Moya, M., & Jain, R. (2013). When tourists are your “ friends” : Exploring the brand personality of Mexico and Brazil on Facebook. Public Relations Review, 39(1), 23–29.
Ekinci, Y., & Hosany, S. (2006). Destination personality: An application of brand personality to tourism destinations. Journal of Travel Research, 45(2), 127-139.
Ekinci, Y., Sirakaya-Turk, E., & Preciado, S. (2013). Symbolic consumption of tourism destination brands. Journal of Business Research, 66(6), 711–718.
Eysenck H.J. & Eysenck, M. W. (1985). Personality and individual differences: a natural science approach. New York: Plenum Press.
Freling, T.H., Crosno, J.L. & Henard, D.H., (2010). Brand personality appeal: conceptualization and empirical validation. Journal of the Academy of Marketing Science 39 (3), 392–406.
Geuens, M., Weijters, B., & De Wulf, K. (2009). A new measure of brand personality. International Journal of Research in Marketing, 26(2), 97–107. http://doi.org/10.1016/j.ijresmar.2008.12.002
Glińska, E., & Kilon, J. (2014). Desirable Traits of the City Brand Personality in the Opinion of Managers for the Promotion of the City Government in Poland1. Procedia - Social and Behavioral Sciences, 156(April), 418–423. http://doi.org/10.1016/j.sbspro.2014.11.214
Griffiths, C. (1991). Personality and second-language learning: Theory, research, and practice. [Online] Available: http://www.eric.ed.gov/PDFS/ED367167.pdf (March 10, 2011)
Hair, J. F., Jr., Anderson, R. E., Tatham, R. L., & Black, W. C. (2005). Análise multivariada de dados. Porto Alegre: Bookman
Hooper, D., Coughlan, J. & Mullen, M.R. (2008). Structural equation modelling: guidelines for determining model fit. Electronic Journal of Business Research Methods. 6 (1), 53-60.
Hosany, S., Ekinci, Y., & Uysal, M. (2006). Destination image and destination personality: An application of branding theories to tourism places. Journal of Business Research, 59(5), 638–642.
Hu, L.T. & Bentler, P.M. (1998). Fit indices in covariance structure modeling: sensitivity to under-parameterized model misspecification. Psychological Methods, 3, 424-453.
Hu, L.T. & Bentler, P.M. (1999). Cut-off criteria for fit indexes in covariance structure analysis. Con-ventional criteria versus new alternatives. Structural Equation Modeling, 6, 1-55.
Hultman, M., Skarmeas, D., Oghazi, P., & Beheshti, H. M. (2015). Achieving tourist loyalty through destination personality, satisfaction, and identification. Journal of Business Research.
Ivens, B. and Katharina S. Valta (2012), Customer Brand Personality Perception: A Taxonomic Analysis, Journal of Marketing Management, 28, 9/10, 1062- 1093.
Keller, K. L. (1993). Conceptualising, measuring and managing customer-based brand equity. Journal of Marketing, 57, 1e22.
Kim, S. H., Kim, M., & Holland, S. (2018). How customer personality traits influence brand loyalty in the coffee shop industry: The moderating role of business types. International Journal of Hospitality & Tourism Administration, 19(3), 311-335.
Klabi, F. & Debabi, M. (2011). Brand Personality and Emotional Attitudes : The Case of Mobile Telephone Operators, 245–262. http://doi.org/10.1080/08911762.2011.592460
Kline, R.B. (2005), Principles and Practice of Structural Equation Modeling. New York: The Guilford Press.
Kressmann, F., Sirgy, M.J., Herrmann, A., Huber, F., Huber, S., & Lee, D.J. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59(9), 955-964.
Kumar, V., & Nayak, J. K. (2014). The measurement & conceptualization of destination personality. Tourism Management Perspectives, 12, 88–93.
Lu, J., & Xu, Y. (2015). Chinese young consumers’ brand loyalty toward sportswear products: A perspective of self-congruity. Journal of Product & Brand Management, 24(4), 365-376.
Levy, S. J. (1985). Dreams, fairy tales, animals, and cars. Psychology & Marketing, 2, 67-8 1
Markus, H.R. & Kitayama, S. (1998). The cultural psychology of personality. Journal of Cross Cultural Psychology, 29(1), 63-87
Mathur, P., Jain, S. P., & Maheswaran, D. (2012). Consumers’ implicit theories about personality influence their brand personality judgments. Journal of Consumer Psychology, 22(4), 545–557.
Merabet and Benhabib (2012) Brand personality: antecedents and consequences. Indian Journal of Marketing, 11,
McCracken, G. (1986). Culture and consumption: A theoretical account of the structure and movement of the cultural meaning of consumer goods. Journal of Consumer Research, 13, 7 1-84.
Muniz, K. M. (2012). Brand Personality Dimensions in the Brazilian Context, Brazilian Administration Review (June), 168–188.
Naidoo, P. (2020). Nigeria tops south Africa as the continent’s biggest economy. Retrieved from https://www.bloomberg.com/news/articles/2020-03-03/nigeria-now-tops-south-africa-as-the-continent-s-biggest-economy, accessed on April 23, 2020
Nigerian Communications Commission (NCC, 2006). A Survey of Quality of Service Performance of GSM Providers in Nigeria, ICT Newspaper, 22-25.
Nigerian Communications Commission (NCC, 2020). Industry Statistics. Retrieved from https://www.ncc.gov.ng/stakeholder/statistics-reports/industry-overview#view-graphs-tables-8, accessed on April 23, 2020
Obasan, K.A., Ariyo, O. & Soyebo, Y. (2013) Aggressive Marketing And Product Performance In Nigeria: A Case Study Of The Telecommunication Industry. British Journal of Marketing Studies, 1, 1, pp.22-28
Oghojafor, B.E.A., Ladipo, P.K.A., Ighomereho, O.S. & Odunewu, A.V. (2014) Determinants Of Customer Satisfaction And Loyalty In The Nigerian Telecommunications Industry. British Journal of Marketing Studies, 2, 5, pp.67-83, September 2014. Published by European Centre for Research Training and Development UK (www.eajournals.org) 67 ISSN 2053-4043(Print), ISSN 2053-4051(Online)
Ogilvy, D. (1983). Confessions of an advertising man. New York: Dell.
Onikoyi, I.A. & Onikoyi, O. (2013) Studies In Corporate Communication And Brand Image. JORIND 11(2) December 2013. ISSN 1596-8303. www.transcampus.org/journals; www.ajol.info/journals/jorind 138
Opoku, R., Abratt, R. & Pitt, L. (2006). Communicating Brand Personality: Are The Websites Doing The Talking For The Top South African Business Schools? Journal of Brand Management 14 (1), 20-39
Pantin-sohier, G., Decrop, A., & Brée, J. (2005). An Empirical Investigation of the Product ’ s Package as an Antecedent of Brand Personality, 1(1), 69–80.
Pitt, L. F., Opoku, R., Hultman, M., Abratt, R., & Spyropoulou, S. (2007). What I say about myself: Communication of brand personality by African countries. Tourism Management, 28(3), 835–844.
Plummer, J. T. (1985). How personality makes a difference? Journal of Advertising Research, 24, 27-31.
Raubenheimer, J. (2004). An item selection procedure to maximise scale reliability and validity. SA Journal of Industrial Psychology, 30(4)
Sanusi, B.O., Ajilore, K. & Oloyede, D. (2014) Audience Perception Of The Role Of Advertising On Product Positioning And Brand Loyalty In The Nigerian GSM Market. Kuwait Chapter of Arabian Journal of Business and Management Review 3, 6; Feb. 2014, 234
Seimiene, E., & Kamarauskaite, E. (2014). Effect of Brand Elements on Brand Personality Perception. Procedia - Social and Behavioral Sciences, 156(April), 429–434.
Shank, M. D., & Langmeyer, L. (1994). Does personality influence brand image? Journal of Psychology, 128, 157-164.
Sheena, & Naresh, G. (2012). Do Brand Personalities Make a Difference to Consumers? Procedia - Social and Behavioral Sciences, 37, 31–37.
Sung, Y. & Tinkham, S.F. (2005) Brand Personality Structures in the United States and Korea: Common and Culture-Specific Factors. Journal Of Consumer Psychology, 15(4), 334-350.
Usakli, A., & Baloglu, S. (2011). Brand personality of tourist destinations: An application of self-congruity theory. Tourism Management, 32(1), 114–127. http://doi.org/10.1016/j.tourman.2010.06.006
Valette-Florence, R., & De Barnier, V. (2013). Towards a micro conception of brand personality: An application for print media brands in a French context. Journal of Business Research, 66(7), 897–903. http://doi.org/10.1016/j.jbusres.2011.12.008
Downloads
Published
How to Cite
Issue
Section
License
- The author(s) authorize the publication of the article in the journal;
- The author(s) ensure that the contribution is original and unpublished and is not being evaluated in other journal(s);
- The journal is not responsible for the opinions, ideas and concepts expressed in the texts because they are the sole responsibility of the author(s);
- In case an article will be approved for publication, the author will sign the term of Cession of Copyright to the journal, according to the download form.
