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Brand Names and Country Brand Personality Dna

Advances in Consumer Research, 2020, Vol.48, p.954 [Peer Reviewed Journal]

Copyright Association for Consumer Research 2020 ;ISSN: 0098-9258

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  • Title:
    Brand Names and Country Brand Personality Dna
  • Author: Karat, Ella ; Kronrod, Ann
  • Subjects: Brand equity ; Brands ; Personality traits ; Stereotypes
  • Is Part Of: Advances in Consumer Research, 2020, Vol.48, p.954
  • Description: Kronrod and Karat's work introduces "Country Personality DNA"- the unique combination of human characteristics that are associated with a country - and explores the way it influences perceptions of new brands whose names sound typical to a specific country. Drawing from literature on branding, country of origin and country stereotypes, the work tests how spelling a brand name in a foreign language triggers associations with that country, and more specifically, with the specific set of human personality traits that belongs to that country. In this study, they treat "Country Personality DNA" as a metaphor for a country's hereditary brand personality. Through this lens, they examine the way countries with high brand equity can pass on their recognizable personality traits to new brands with names that sound as if they originated from these countries. This is done through the process of instant activation of stereotypical personality traits associated with these countries. Based on these logical links we first theorize that countries have unique and identifiable combinations of humanlike personality traits in people's perceptions.
  • Publisher: Urbana: Association for Consumer Research
  • Language: English
  • Identifier: ISSN: 0098-9258
  • Source: Alma/SFX Local Collection
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