Consumption symbols as carriers of culture
A study of Japanese and Spanish brand personality constucts
Bibliographic Data
| ID | 6199550 |
|---|---|
| Authors | Jennifer Aaker (Stanford University), Jennifer Lynn Aaker, Veronica Benet-Martinez (0000-0002-3352-9731), Jordi Garolera |
| Year | 2001 |
| Volume | 81 |
| Issue | 3 |
| Pages | 492-508 |
| Publication date | 2001-01-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Personality and Social Psychology (JOURNAL) |
| Journal identifiers | ISSN: 0022-3514 • E-ISSN: 1939-1315 |
| Publisher | American Psychological Association (APA) (PUBLISHER) |
| DOI | 10.1037/0022-3514.81.3.492 |
| OpenAlex | W2133097978 |
| Language | EN |
| Citations received | 73 |
| References cited | 63 |
This research argues that the meaning embedded in consumption symbols, such as commercial brands, can serve to represent and institutionalize the values and beliefs of a culture. Relying on a combined emic-etic approach, the authors conducted 4 studies to examine how symbolic and expressive attributes associated with commercial brands are structured and how this structure varies across 3 cultures. Studies 1 and 2 revealed a set of "brand personality" dimensions common to both Japan and the United States (Sincerity, Excitement, Competence, and Sophistication), as well as culture-specific Japanese (Peacefulness) and American (Ruggedness) dimensions. Studied 3 and 4, which extended this set of findings to Spain, yielded brand personality dimensions common to both Spain and the United States (Sincerity, Excitement, and Sophistication), plus nonshared Spanish (Passion) and American (Competence and Ruggedness) dimensions. The meaning of these brand personality dimensions is discussed in the context of cross-cultural research on values and affect, globalization issues, and cultural frame shifting
Big Five personality traits · Competence (human resources) · Emic and etic · Personality · Sincerity · Social science · Sociology · Sophistication · Anthropology · Consumer Behavior in Brand Consumption and Identification · Cultural Differences and Values · Psychology · Social and Intergroup Psychology · Social Psychology
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| Unique citing works | 73 |
|---|---|
| Citations per year | 3,17 |
| Citation span | 2003 - 2026 (24) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 68 |