A Study of Japanese and Spanish Brand Personality Constructs
Research Paper No. 1668R
CONSUMPTION SYMBOLS AS CARRIERS OF CULTURE: A STUDY OF JAPANESE AND SPANISH BRAND PERSONALITY CONSTRUCTS Jennifer Aaker Verónica Benet-Martínez Jordi Garolera May 2001 Forthcoming in Journal of Personality & Social Psychology
RESEARCH PAPER SERIES
GRADUATE SCHOOL OF BUSINESS STANFORD UNIVERSITY
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CONSUMPTION SYMBOLS AS CARRIERS OF CULTURE: A STUDY OF JAPANESE AND SPANISH BRAND PERSONALITY CONSTRUCTS
Jennifer Aaker University of Stanford
Verónica Benet-Martínez University of Michigan
Jordi Garolera Universitat Pompeu Fabra
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, we conducted four studies to examine how the symbolic and expressive attributes associated with commercial brands are structured, and how this structure varies across three 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 culturespecific Japanese (Peacefulness) and American (Ruggedness) dimensions. Studies 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 non-shared Spanish (Passion) and American (Competence and Ruggedness) dimensions. The meaning of the culturally-common and -specific brand personality dimensions is discussed in the context of cross-cultural research on values and affect, globalization issues, and cultural frame shifting. “The Marlboro Man is an egoistic ideal; at home in his universe, master of his destiny. Thus, the Marlboro Man has come to symbolize individualism and independence.” (Vacker, 1992) Traditional research in both
CONSUMPTION SYMBOLS AS CARRIERS OF CULTURE: A STUDY OF JAPANESE AND SPANISH BRAND PERSONALITY CONSTRUCTS Jennifer Aaker Verónica Benet-Martínez Jordi Garolera May 2001 Forthcoming in Journal of Personality & Social Psychology
RESEARCH PAPER SERIES
GRADUATE SCHOOL OF BUSINESS STANFORD UNIVERSITY
)RUWKFRPLQJ DW WKH -RXUQDO RI 3HUVRQDOLW\
6RFLDO 3V\FKRORJ\
CONSUMPTION SYMBOLS AS CARRIERS OF CULTURE: A STUDY OF JAPANESE AND SPANISH BRAND PERSONALITY CONSTRUCTS
Jennifer Aaker University of Stanford
Verónica Benet-Martínez University of Michigan
Jordi Garolera Universitat Pompeu Fabra
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, we conducted four studies to examine how the symbolic and expressive attributes associated with commercial brands are structured, and how this structure varies across three 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 culturespecific Japanese (Peacefulness) and American (Ruggedness) dimensions. Studies 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 non-shared Spanish (Passion) and American (Competence and Ruggedness) dimensions. The meaning of the culturally-common and -specific brand personality dimensions is discussed in the context of cross-cultural research on values and affect, globalization issues, and cultural frame shifting. “The Marlboro Man is an egoistic ideal; at home in his universe, master of his destiny. Thus, the Marlboro Man has come to symbolize individualism and independence.” (Vacker, 1992) Traditional research in both