Brand and Human Personality Congruence: Does Culture Matter?

Burak Tunca; Rotem Shneor; Canan Eryigit

Brand and Human Personality Congruence: Does Culture Matter?

Burak Tunca
, Rotem Shneor
, Canan Eryigit

University of Agder

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

The paper explores whether culture influences human and brand personality congruence. It evaluates differences between preference levels of consumers from Norway and Turkey with respect to brand personality dimensions across human personality proxy types. The study finds that consumers with same personality types have statistically significant different brand personality preferences across cultures. Linking these findings with Hofstede's cultural dimensions, the paper concludes with a list of propositions for future larger scale studies. Finally, conclusions are outlined, contributions and limitations acknowledged, and suggestions for further research are provided.

Original language	English
Title of host publication	4th Annual Euromed Conference Of The Euromed Academy Of Business: Business Research Challenges In A Turbulent Era
Editors	D Vrontis, Y Weber, HR Kaufmann, S Tarba, E Tsoukatos
Publisher	Euromed Press
Pages	2238-2240
Number of pages	3
ISBN (Electronic)	978-9963-711-01-7
Publication status	Published - 2011
Event	4th Annual EuroMed Conference of the EuroMed-Academy-of-Business - Elounda, Greece Duration: 20 Oct 2011 → 21 Oct 2011

Conference

Conference	4th Annual EuroMed Conference of the EuroMed-Academy-of-Business
Country/Territory	Greece
City	Elounda
Period	20/10/11 → 21/10/11

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

Keywords

Brand Personality
Brand Preferences
Consumer Behavior
Culture
Personality

Cite this

@inproceedings{c4cbab2352e04d53bbd44dd669f33be8,

title = "Brand and Human Personality Congruence: Does Culture Matter?",

abstract = "The paper explores whether culture influences human and brand personality congruence. It evaluates differences between preference levels of consumers from Norway and Turkey with respect to brand personality dimensions across human personality proxy types. The study finds that consumers with same personality types have statistically significant different brand personality preferences across cultures. Linking these findings with Hofstede's cultural dimensions, the paper concludes with a list of propositions for future larger scale studies. Finally, conclusions are outlined, contributions and limitations acknowledged, and suggestions for further research are provided.",

keywords = "Brand Personality, Brand Preferences, Consumer Behavior, Culture, Personality",

author = "Burak Tunca and Rotem Shneor and Canan Eryigit",

year = "2011",

language = "English",

pages = "2238--2240",

editor = "D Vrontis and Y Weber and HR Kaufmann and S Tarba and E Tsoukatos",

booktitle = "4th Annual Euromed Conference Of The Euromed Academy Of Business: Business Research Challenges In A Turbulent Era",

publisher = "Euromed Press",

note = "4th Annual EuroMed Conference of the EuroMed-Academy-of-Business ; Conference date: 20-10-2011 Through 21-10-2011",

}

Tunca, B, Shneor, R & Eryigit, C 2011, Brand and Human Personality Congruence: Does Culture Matter? in D Vrontis, Y Weber, HR Kaufmann, S Tarba & E Tsoukatos (eds), 4th Annual Euromed Conference Of The Euromed Academy Of Business: Business Research Challenges In A Turbulent Era. Euromed Press, pp. 2238-2240, 4th Annual EuroMed Conference of the EuroMed-Academy-of-Business, Elounda, Greece, 20/10/11.

Brand and Human Personality Congruence: Does Culture Matter? / Tunca, Burak; Shneor, Rotem; Eryigit, Canan.
4th Annual Euromed Conference Of The Euromed Academy Of Business: Business Research Challenges In A Turbulent Era. ed. / D Vrontis; Y Weber; HR Kaufmann; S Tarba; E Tsoukatos. Euromed Press, 2011. p. 2238-2240.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - Brand and Human Personality Congruence

T2 - 4th Annual EuroMed Conference of the EuroMed-Academy-of-Business

AU - Tunca, Burak

AU - Shneor, Rotem

AU - Eryigit, Canan

PY - 2011

Y1 - 2011

N2 - The paper explores whether culture influences human and brand personality congruence. It evaluates differences between preference levels of consumers from Norway and Turkey with respect to brand personality dimensions across human personality proxy types. The study finds that consumers with same personality types have statistically significant different brand personality preferences across cultures. Linking these findings with Hofstede's cultural dimensions, the paper concludes with a list of propositions for future larger scale studies. Finally, conclusions are outlined, contributions and limitations acknowledged, and suggestions for further research are provided.

AB - The paper explores whether culture influences human and brand personality congruence. It evaluates differences between preference levels of consumers from Norway and Turkey with respect to brand personality dimensions across human personality proxy types. The study finds that consumers with same personality types have statistically significant different brand personality preferences across cultures. Linking these findings with Hofstede's cultural dimensions, the paper concludes with a list of propositions for future larger scale studies. Finally, conclusions are outlined, contributions and limitations acknowledged, and suggestions for further research are provided.

KW - Brand Personality

KW - Brand Preferences

KW - Consumer Behavior

KW - Culture

KW - Personality

UR - https://www.webofscience.com/api/gateway?GWVersion=2&SrcApp=performanshacettepe&SrcAuth=WosAPI&KeyUT=WOS:000302400100183&DestLinkType=FullRecord&DestApp=WOS_CPL

M3 - Conference contribution

SP - 2238

EP - 2240

BT - 4th Annual Euromed Conference Of The Euromed Academy Of Business: Business Research Challenges In A Turbulent Era

A2 - Vrontis, D

A2 - Weber, Y

A2 - Kaufmann, HR

A2 - Tarba, S

A2 - Tsoukatos, E

PB - Euromed Press

Y2 - 20 October 2011 through 21 October 2011

ER -

Brand and Human Personality Congruence: Does Culture Matter?

Abstract

Conference

UN SDGs

Keywords

Other files and links

Fingerprint

Cite this