Variation and Continuity of Brand Personality in Japan

Risa Jitosho () and Hajime Baba ()
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Risa Jitosho: Ryukoku University
Hajime Baba: Kansai University

A chapter in Transformation of Japanese Multinational Enterprises and Business, 2024, pp 119-134 from Springer

Abstract: Abstract This study examines the continuity and variation of brand personality in cross-cultural context. Since Aaker et al. (2001), although the spatial aspects of brand personality have been extensively discussed, their temporal aspects have been ignored. Therefore, we present a stream of brand personality literature and the strength of the hybrid approach which provide comparability without ignoring specific or local elements. Using a hybrid approach, we illustrate the spatial and temporal continuity/variation of brand personality in Japan. We found that the “Excitement” and “Sophistication” dimensions are spatially and temporally stable, the “Competency” and “Peacefulness” dimensions should be re-labeled to “Sincerity” and “Imperfection” respectively and “Ruggedness” dimension have emerged in Japan. Lastly, we present the limitations of this study and the directions for future research.

Keywords: Brand personality; International marketing research methodology; Cross-cultural scale development; Comparability (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-99-8616-3_3

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DOI: 10.1007/978-981-99-8616-3_3

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