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

Main Article Content

Rungtrakulchai R
Setthapat P


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.



Download data is not yet available.

Article Details

Research Article


[1] J. L. Aaker, “Dimensions of Brand Personality,” Journal of Marketing Research, vol. 34, no. 3, pp. 347–356, 1997.

[2] J. L. Aaker, V. Benet-Martínez, and J. Garolera, “Consumption symbols as carriers of culture: a study of Japanese and Spanish brand personality constructs,” Journal of Personality and Social Psychology, vol. 81, no. 3, pp. 492–508, 2001.

[3] P. Y. L. Chan, J. Saunders, G. Taylor, and A. Souchon, “Brand Personality Perceptionbregional or Country Specific?.” E - European Advances in Consumer Research, vol. 6, pp. 300–307, 2003.

[4] J. V. Rekom, G. Jacobs, P. W. J. Verlegh, and K. Podnar, “Capturing the essence of a corporate brand personality: A Western brand in Eastern Europe,” The Journal of Brand Management, vol. 14, no. 1, pp. 114–124, 2006.

[5] B. T. Parker, “A comparison of brand personality and brand user‐imagery congruence,” Journal of Consumer Marketing, vol. 26, no. 3, pp. 175–184, 2009.

[6] B. Ramaseshan and H.-Y. Tsao, “Moderating effects of the brand concept on the relationship between brand personality and perceived quality,” Journal of Brand Management, vol. 14, no. 6, pp. 458–466, 2007.

[7] K. L. Keller, “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, vol. 57, no. 1, pp. 1–22, 1993.

[8] K. L. Keller and K. Richey, “The importance of corporate brand personality traits to a successful 21st century business,” Journal of Brand Management, vol. 14, no. 1–2, pp. 74–81, 2006.

[9] J. Clemenz, M. Brettel and T. Moeller, “How thepersonality of a brand impacts the perception of different dimensions of quality,” Journal of Brand Management, vol. 20, no. 1, pp. 52–64, 2012.

[10] C. Arthur Cheng‐Hsui, “Using free association to examine the relationship between the characteristics of brand associations and brand equity,” Journal of Product & Brand Management, vol. 10, no. 7, pp. 439–451, 2001.

[11] A. French and G. Smith, “Measuring brand association strength: a consumer based brand equity approach,” European Journal of Marketing, vol. 47, no. 8, pp. 1356–1367, 2013.

[12] D. A. Aaker and E. Joachimsthaler, Brand Leadership. London: Simon & Schuster UK, 2009.

[13] K. Ishii and S. Watanabe, “Nation brand personality and product evaluation among Japanese people: Implications for nation branding,” Place Branding and Public Diplomacy, vol. 11, no. 1, pp. 51–64, 2015.

[14] N. Papadopoulos and L. Heslop, “Country equity and country branding: Problems and prospects,” Journal of Brand Management, vol. 9, no. 4, pp. 294–314, 2002.

[15] A. Pecotich and S. Ward, “Global branding, country of origin and expertise: An experimental evaluation,” International Marketing Review, vol. 24, no. 3, pp. 271–296, 2007.

[16] X. Wang and Z. Yang, “Does country‐of‐origin matter in the relationship between brand personality and purchase intention in emerging economies? Evidence from China’s auto industry,” International Marketing Review, vol. 25, no. 4, pp. 458–474, 2008.

[17] B. C. Camiciottoli, S. Ranfagni, and S. Guercini, “Exploring brand associations: an innovative methodological approach,” European Journal of Marketing, vol. 48, no. 5/6, pp. 1092–1112, 2014.

[18] L. Lin, “The relationship of consumer personality trait, brand personality and brand loyalty: an empirical study of toys and video games buyers,” Journal of Product & Brand Management, vol. 19, no. 1, pp. 4–17, 2010.

[19] P. C. M. Govers and J. P. L. Schoormans, “Product personality and its influence on consumer preference,” Journal of Consumer Marketing, vol. 22, no. 4, pp. 189–197, 2005.

[20] S. Aziz, U. Ghani, K. Niazi, and A. Muhammad, “Measuring Brand Personalities of Cellular Service Providers of Pakistan,” Interdisciplinary Journal of Contemporary Research in Business, vol. 2, no. 6, p. 473-483, 2010.

[21] P. Saptarshi, “Brand Personality: An Empirical Study of Four Brands in India,” ICFAI Journal of Management Research, vol. 8, no. 4, p. 7-20, 2009.

[22] D. A. Aaker, “The Value of Brand Equity,” Journal of Business Strategy, vol. 13, no. 4, pp. 27–32, 1992.

[23] L. K. Kevin, “Building Customer-Based Brand Equity.,” American Medical Association, 2011.

[24] L. K. Kevin and R. L. Donald, “Brands and Branding: Research Findings and Future Priorities,” Marketing Science, vol. 25, no. 6, pp. 740–759, 2006.