Brand Personality Perception: the Case of Thai Consumers of Japanese Brands

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Rungtrakulchai R
Setthapat P

Abstract

Brand personality is a key factor to build brand equity and create a strong brand. Consumers seek brands with congruent personalities and use brands’ personality to define their sense of self. However, previous researchers found that brand personality from difference nations are difference in terms of consumer perceptions. Most of previous literatures studied the difference of brand personality dimension by conducting the research using the stimuli of national brands and subjects from difference regions and high variation of cultures (e.g. Spanish brands and Japanese Brands, or American Brands and Spanish Brands). This study examines brand personality dimensions of Japanese Brands among Thai consumers with consumers. The stimulus brands are 10 different Japanese commercial brands. The research surveys are distributed to 400 experienced Japanese brands consumers. The findings show that descriptive results and how Thai consumers perceive the Japanese brands. This shows perceptions of brand personality are country specific.  Implications and contribution of these findings are discussed.


 

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