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دانلود رایکان مقاله انگلیسی ISI با موضوع مدل های مبتنی بر فاکتور شخصیت برند

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مدل های مبتنی بر فاکتور شخصیت برند

عنوان انگلیسی مقاله:

Brand personality factor based models: A critical review

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3. The brand personality five factor model (BPFFM)

Aaker’s (1997) paper has become central to development of BP theory and research methods, illustrated by the high number of citations for the paper (at the time of writing, over 1500 citations according to Google Scholar and 554 according to Scopus). Unlike the lexical approach of the FFM, Aaker utilized a range of sources for generation of descriptors, such as the human FFM, focus groups,individual consumers, other brand measurement scales, and practitioner views. Having generated a considerable number of descriptors, in a careful and well considered process, the items generated were then reduced to a more manageable number by having consumers rate the items on how descriptive they were of brands. These items were used in the measurement of a range of US brands from different product categories and the results were factor analysed to create the BPFFM, as presented in Fig. 1 (the format for all factor models follows a format of the upper box as the factor, bold text for facets, and items in plain text): Since the original BPFFM was published, the BPFFM has been examined in different cultures, with the result that different factors have been found (e.g. Successful and Contemporary, Supphellen and Gronhaug, 2003) as well as new facets and items (e.g. see Rojas-Mendez et al., 2004). Of particular interest is the work by Sung and Tinkham (2005), who compared BP in relation to perceptions of brands in the US and Korea, finding differences at the item and facet level, for both their Korean and US study, as well as different factors for Korea.