Challenges in the Era of Globalization - iaabd

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Proceedings of the 12th Annual Conference © 2011 IAABD Consumers: An Exploratory Study of Consumers in India. Journal of International Consumer Marketing, 18 (3), 107-142. Kinnear, T.C., Taylor, J.R. and Ahmed, S.A. (1974), ``Ecologically concerned consumers: who are they?'', Journal of Marketing, 38 (3), 20-24. Laroche, M. L., Bergeron, J., & Barbaro-Forleo, G. (2001). Targeting Consumers who are willing to pay more for environmentally friendly products, Journal of Consumer Marketing,18(6), 503-520. Meffert, H., and Bruhn, M. (1996). Das Umweltbewußtsein von Konsumenten. Die Betriebswirtsch, 56(5):621– 48. (Additional references of this paper can be provided by the correspondence author on request) 646
Challenges in the Era of Globalization Edited by Emmanuel Obuah Brand Personality Re-examined: Perspective from Fast-food Industry in a Typical African Country Abstract Ayantunji Gbadamosi, A.Gbadamosi@uel.ac.uk University of East London, UK. Ayodele Oniku, thevessels21@yahoo.com InfoResource Consulting, UK. David Bamber, thevessels21@yahoo.com Bamberd@hope.ac.uk Liverpool Hope University, UK, Aaker’s (1997) study identifies five component structures which are Sincerity, Excitement, Competence, Sophistication, and Ruggedness, containing 42 brand personality items were operationalised in a Likert type questionnaire that was administered to 639 Nigerian consumers who were each asked to rate brand personalities along each item for just one of seven Nigerian fast food retail outlets. Principal component analysis of the data from the respondents with regards to the brand personality profiles for the brands failed to replicate the five brand personality traits as originally identified by Aaker. The 42 items presented a more complex and fragmented multidimensional scale. Only seven items in the scale were sensitive enough to distinguish between some of the seven brands using ANOVA and 35 items were not able to distinguish between the brands. This research questions the generalisability of Aaker’s theory. Either, the scale is not sensitive enough to profile brands in similar product classes or the ideas represented by the scale items are not transferable to a Nigerian cognitive schema. This research indicates that further investigation, in a broader cross-cultural context with non-American brands of similar and dissimilar product classes is warranted. Introduction Over the years, the existing body of marketing literature has revealed that a variety of factors is responsible for buyer behaviour in relation to their purchase of goods and services (Kotler et al., 2009, Solomon et al., 2009, Gbadamosi, 2009; Kotler and Armstrong, 2010; Madichie, 2011). One of the widely acknowledged among these factors is the brand name of the offerings. Similarly, within the parlance of branding literature, brand personality has been extensively explored as a key influencing factor that could provide useful explanation for why buyers might prefer certain brands over others. While there are many issues associated with the relevance of branding to marketing of goods and services, the established link between branding and personality makes the term brand personality a special topic of increasing interest to both researchers and practitioners. One notable contribution on this topic is that of Aaker (1997) which draws on the ‘Big Five’ human personality structure and develops a very useful theoretical framework of the dimensions of brand personality. Consequently, many several other related research efforts have been made. For instance the term has been explored in relation to facial image and cosmetic usage (Guthrie, et al., 2008) the brand preference of Business Schools (Opoku et al., 2006), and toothpaste (Thomas and Sekar, 2008). Despite all of these, research efforts into applying this construct or the scale developed for measuring it in the fast-food industry especially in an African setting has not been accorded adequate research attention in the marketing literature; hence this present study is being positioned to fill this lacuna in the literature. Therefore, the objectives of this paper are (a) to investigate the dimensions of brand personality, as identified by Aaker (1997) to see if they could be replicated in an African setting; and (b) to distinguish between seven fast food retail brands in an African country using Aaker’s (1997) brand personality items. 647
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Table of Contents Challenges in the
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Lennart Bangens, Goteborg, Sweden C
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Local Steering Committee Jacob Musi
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Track 1: Accounting, Finance, and I
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Abstract Challenges in the Era of G
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Abstract Determinants of Bank Lendi
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Empirical Results Challenges in the
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Table 3 Determinants of Competitive
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Conclusion Challenges in the Era of
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37. Provision of sound education fo
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Abstract The Changing Requirements
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Abstract What does Globalization me
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