Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Minoo Farhangmehr
Universidade do Minho, Escola de Economia e Gesto,
Gualtar, 4710 Braga, Portugal,
Phone: 351-253-604556, Fax 351-253-284729
E-mail: minoo@eeg.uminho.pt or aazevedosts@mail.telepac.pt
ABSTRACT
This paper examines the influence of brand personality on advertising response in fashion
clothing branding context. Print ad stimuli of 30 fashion clothing brands with different
nationalities and different expected personalities were evaluated by young students (16-25 years
old) in terms of Brand Personality Scale of Aaker (1997). The self -congruence implications are
discussed. From the brand builder perspective, some benchmarks brands were identified. The
results should help the understanding of antecedents and consequences of brand personality
processing.
Keywords: Brand personality, fashion clothing branding, advertising, self -congruence, youth
market.
From the customer perspective, the In order to satisfy the research project
adoption of new brands is a consequence of needs, 30 active brands in the Portuguese
advertising processing (Mehta, 1994, 1997; market were selected. As presented in Table
Cobb-Walgren et al., 1995; Meenaghan, I, five subsets of six brands were defined
1995). In this research the theoretical according to the following criteria:
framework is based on the relationship Aad- 1- Based on experts and researchers
Ab -PI (attitude towards the ad attitude evaluations, for each brand
towards the brand purchasing intention) personality dimension, two
proposed by MacKenzie et al. (1986). This Portuguese brands, two foreign
stimulus-based model claims the dual brands, and one Portuguese brand
influence of attitude towards the ad (A ad) with foreign name were indicated -
upon brand cognition (Cb ) and attitude this strategy is designated as foreign
towards the brand (Ab ), which in turn branding by Leclerc, Schmitt and
influences purchase intention (PI). This Dub (1994);
model is supported by several studies 2- Researchers also defined a
(Biehal et al., 1992; Brown and Stayman, miscellaneous group which
1992). included a direct selling brand (La
Redoute), a retailer brand (Modelo),
Hypotheses a sports clothing brand (Nike), and a
brand extended to clothing category
In this study, the researchers wish to (Coronel Tapiocca), and Zara, which
confirm the results obtained by Sirgy was the market leader retailer in
(1982), Johar et al. (1991), Ericksen and Portugal; Each subset had one brand
Sirgy (1992), Shank and Langmeyer (1994), of each personality type and a brand
Hong and Zinkhan (1995), Sirgy et al. of the miscellaneous group;
(1997) and Hogg et al (2000) that supported 3- Fashion clothing brands oriented to
the image congruence hypothesis. Therefore the youth segment of the market for
personality congruence hypothesis was both sexes and with their own stores
formulated: or franchising system were
preferentially selected;
H1 Consumers will have a more 4- Brands with web sites were
favourable response (in terms of attitude preferentially selected to allow
towards the ad, attitude toward the brand further digital image treatments.
and purchasing intention) toward a print ad Print ad stimuli were collected from
of a brand with a personality congruent with magazines and catalogue front covers
their (ideal) self-concept. and modified to A4 format (see
Figure 1);
Because the moderating influence of 5- In order to avoid bias caused by the
involvement is significant as suggested by stimuli presentation order (Buda and
Andrews et al. (1990), Browne et al. (1997a, Zhang, 2000), or the primacy and
1997b), amongst others, a second hypothesis recency effect, the researchers made
was stated: 30 books (6 books by each brand
subset) with different presentation
H2 Consumers will have a more orders. This procedure assured that
favourable response (in terms of attitude each brand was presented in all
toward the ad, attitude toward the brand possible book positions (from first to
and purchasing intention) in a higher sixth)
involvement context.
II 2- Acetato 7-Sisley 12- MacModa 17-Calvin Klein 22- Levis 27- C.Tappioca
III 3- Springfield 8-Fashion 13-Massimo 18-Rosa & 23- Salsa 28- Zara
Clinic Dutti Teixeira
IV 4- Benetton 9- Buzz 14- Hugo Boss 19- Trindade- 24-Portugal 29- Nike
classic Radical
V 5-Nathan 10-Cheyenne 15-Alto 20- Peter 25- C111 30- La Redoute
Road Colection Murray stores
Legend: The print ad stimuli are placed according to the order displayed in Table I.
All Duty 4.85 (1.52) 4.30 (1.32) 4.79 4.64 5.63 5.15 4.68 (1.52)
Levis (1.22) (1.19) (1.19) (1.42)
Guess 4.56 (1.61) 4.33 (1.20) 4.89 (1.42) 4.87 (1.26) 5.66 (1.12) 4.94 (1.22) 5.25 (1.31)
Nike 4.53 (1.53) 4.78 (1.13) 5.35 (1.16) 5.51 (1.03) 6.03 (1.24) 5.10 (1.45) 5.21 (1.45)
Benetton 4.43 (1.45) 4.80 (1.21) 5.03 (1.39) 5.11 (1.38) 5.55 (1.54) 4.67 (1.69) 5.25 (1.39)
Zara 4.37 (1.67) 3.95 (1.34) 4.35 (1.37) 4.40 (1.47) 4.83 (1.48) 4.40 (1.65) 4.41 (1.57)
Diesel 4.34 (1.70) 4.23 (1.20) 4.89 (1.19) 4.80 (1.24) 5.22 (1.35) 4.34 (1.52) 4.75 (1.32)
Calvin Klein 4.29 (1.70) 4.50 (1.00) 4.91 (1.13) 4.81 (1.29) 5.42 (1.15) 4.62 (1.52) 4.43 (1.60)
Oneil 4.28 (1.59) 4.33 (1.12) 5.25 (1.29) 5.16 (1.19) 5.66 (0.99) 4.31 (1.55) 4.83 (1.48)
Boss 4.10 (1.75) 4.83 (1.13) 5.17 (1.20) 5.16 (1.19) 6.09 (1.15) 4.87 (1.28) 5.08 (1.36)
Salsa 4.07 (1.89) 4.17 (1.28) 4.36 (1.45) 4.34 (1.30) 4.78 (1.41) 4.53 (1.22) 4.63 (1.46)
Lanidor 3.97 (1.69) 3.86 (1.22) 4.52 (1.21) 4.71 (1.19) 5.35 (1.17) 4.31 (1.12) 4.76 (3.14)
Cheyenne 3.93 (2.02) 4.20 (1.39) 4.59 (1.30) 4.47 (1.17) 5.18 (1.26) 4.43 (1.81) 4.91 (1.71)
Springfield 3.90 (1.56) 4.27 (1.08) 4.66 (1.21) 4.70 (1.16) 5.07 (1.13) 4.50 (1.23) 4.76 (1.14)
C111 3.87 (1.96) 3.97 (1.16) 4.48 (1.13) 4.43 (1.10) 4.81 (1.27) 4.20 (1.40) 4.16 (1.86)
Massimo Dutti 3.77 (1.89) 3.79 (1.22) 4.23 (1.40) 4.48 (1.25) 5.49 (1.26) 4.37 (1.50) 4.52 (1.45)
Nathan Road 3.70 (1.71) 4.16 (1.26) 4.58 (1.24) 4.76 (1.28) 4.67 (1.33) 4.37 (1.33) 4.42 (1.59)
Acetato 3.65 (1.52) 3.81 (1.20) 4.45 (1.17) 4.27 (1.22) 4.79 (1.19) 3.94 (1.21) 3.83 (1.37)
Peter Murray 3.63 (1.73) 4.24 (1.38) 5.03 (1.23) 5.09 (1.21) 5.23 (1.11) 4.43 (1.43) 4.78 (1.73)
Fashion Clinic 3.43 (1.31) 4.15 (1.01) 4.50 (1.03) 4.67 (1.15) 4.60 (1.17) 4.33 (1.45) 4.49 (1.56)
Origem 3.41 (1.66) 3.51 (1.20) 4.16 (1.28) 4.16 (1.33) 4.52 (1.26) 3.97 (1.31) 3.84 (1.70)
C.Tapiocca 3.35 (1.69) 4.14 (1.11) 4.88 (1.09) 4.71 (1.17) 4.45 (1.19) 3.82 (1.14) 3.99 (1.33)
Rosa & Teixeira 3.33 (1.56) 3.49 (1.27) 3.94 (1.47) 4.08 (1.56) 4.68 (1.35) 4.03 (1.22) 3.86 (1.55)
Macmoda 3.32 (1.70) 3.51 (1.08) 3.91 (1.18) 4.05 (1.22) 4.19 (1.26) 3.79 (1.09) 3.49 (1.33)
Portugal 3.20 (1.37) 3.45 (1.11) 3.87 (1.23) 3.84 (1.11) 4.21 (1.12) 3.43 (1.38) 4.07 (1.53)
Radical
Sisley 3.17 (1.68) 4.38 (1.27) 4.92 (1.43) 5.16 (1.17) 4.63 (1.25) 3.82 (1.60) 4.18 (1.34)
La Redoute 3.17 (1.95) 3.65 (1.15) 4.35 (1.34) 4.67 (1.37) 4.43 (1.51) 3.47 (1.67) 3.57 (1.88)
Buzz 2.83 (1.44) 3.50 (1.31) 3.80 (1.37) 3.94 (1.39) 3.55 (1.14) 3.23 (1.19) 4.12 (1.45)
Modelo 2.78 (1.36) 3.00 (1.12) 3.45 (1.15) 3.43 (1.26) 3.03 (1.13) 2.81 (1.23) 2.98 (1.23)
Alto Colection 2.70 (1.47) 3.38 (1.27) 4.09 (1.49) 4.23 (1.42) 4.38 (1.34) 3.03 (1.47) 3.56 (1.54)
Trindade 2.50 (1.89) 3.16 (1.45) 3.92 (1.44) 3.88 (1.38) 3.99 (1.60) 3.63 (1.73) 3.37 (1.72)