What question did this study set out to answer?

To examine how symbolic and expressive attributes associated with commercial brands are structured and whether these brand personality dimensions vary systematically across different national cultures.

January 1, 2001Journal of Personality and Social Psychology

Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constucts.

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To examine how symbolic and expressive attributes associated with commercial brands are structured and whether these brand personality dimensions vary systematically across different national cultures.
Conducted 4 empirical studies applying a combined emic-etic methodological framework across three distinct cultural contexts: Japan, Spain, and the United States.
Assessed consumer evaluations of symbolic and expressive brand personality attributes to identify culturally common and culture-specific factor structures.
Studies 1 and 2 identified four shared brand personality dimensions across Japan and the United States (Sincerity, Excitement, Competence, and Sophistication), alongside unique dimensions of Peacefulness in Japan and Ruggedness in the United States.
Studies 3 and 4 demonstrated three shared dimensions between Spain and the United States (Sincerity, Excitement, and Sophistication), alongside a unique Passion dimension in Spain and nonshared Competence and Ruggedness dimensions in the United States.

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Implication

Cross-cultural comparative study uncovers shared and distinct brand personality dimensions across three nations, indicating that commercial symbols institutionalize local values.

Cite This Study

Aaker et al. (2001) studied this question.

synapsesocial.com/papers/6a11c35ee2cb0ccec0c90b57 https://doi.org/10.1037/0022-3514.81.3.492

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Implication

Cross-cultural comparative study uncovers shared and distinct brand personality dimensions across three nations, indicating that commercial symbols institutionalize local values.

Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constucts.

Key Points

Discussion

Implication

Cite This Study

Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constucts.

Key Points

Discussion

Implication

Cite This Study

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