Determination of Brand Personality Dimensions for a Laptop Computer Using Aaker’s Brand Personality Scale

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Rev. Integr. Bus. Econ. Res. Vol 1(1)

114

DETERMINATION OF BRAND
PERSONALITY DIMENSIONS FOR A
LAPTOP COMPUTER USING AAKER’S
BRAND PERSONALITY SCALE
Mohd Shoki. Bin Md.Ariff*
Faculty of Management and Human Resource
Development,
Universiti Teknologi Malaysia, Malaysia
m-shoki@utm.my
Ooi Teck Lim
Norhayati Zakuan
Nawawi Ishak
Faculty of Management and Human Resource Development,
Universiti Teknologi Malaysia, Malaysia
Khalid Ismail
Universiti Pendidikan Sultan Idris, Malaysia
lidkha_515@yahoo.com
Abstract
This research was conducted to (i) identify brand personality dimensions of a laptop computer amongst computer science students; (ii) examine significant differences in the brand personality dimensions of the laptop according to the students’ background of gender, brand owned, year of study and programs; and (iii) examine the relationship between perceived brand personality of the laptop and its quality rating. The measurement of brand personality was based on the Aaker’s Brand Personality Scale. A total of 268 questionnaires were gathered from computer science students in a Malaysian public university using Stratified Random Sampling method. Confirmatory factor analysis was employed to validate the measurement. The findings revealed that sincerity was ‘the human characteristic’ that users of the laptop associated themselves with the brand. Ruggedness was a brand personality that nonusers associated themselves with the laptop. Significant means differences were observed in the brand personality dimensions of the laptop according to the students’ gender, present year of study and academic program. For users of the laptop, sincerity and modern of the brand personality dimensions were positively correlated with the brand quality rating. For non-users, a positive correlation existed between ruggedness, diligent and modern of the brand personality with the brand quality rating. Several implications were drawn based on the results of the research to enhance branding strategies of the laptop and for future researches.

Keywords: Brand Personality, Brand Personality Scale, Laptop Computer Copyright  2012 Society of Interdisciplinary Business Research (www.sibresearch.org)

Rev. Integr. Bus. Econ. Res. Vol 1(1)

115

1.0

INTRODUCTION

A number of researchers have examined the success and failure of a brand. However, one area of branding strategy that has been largely overlooked by researchers is brand personality. When consumers view a brand as having human characteristics, the brand is said to have a personality. For instance, brands such as Harley Davidson (Ruggedness), Nike (Excitement), Hallmark (Sincerity), Wall Street Journal (Competence) and Tiffany (Sophistication) have all been found to have strong brand personalities. Yet, what kind of personality traits would a laptop computer brand have?

The laptop computer industry in Malaysia is facing competitive challenges among 30 different laptop computer brands from around the world such as Acer, Lenovo, Dell, HP, Compaq, Twin Head and such more. With the fast going researches and developments, this competition becomes trickier for laptop computer manufacturers where all of them try to create different identity as the reason to become outstanding in the market. This is vital because all strong laptop brands (e.g. Dell, Acer, and HP) possess outstanding quality, services and at the same time granting the promises they gave to the consumers. Brand personality becomes compulsory to create better communication with their customers through their identity. Due to the aggressive competition between laptop computer’s company, brand personality helps them to build their own personality and image in order to become salient-kill in the eyes of the consumers. A well established brand personality will influence consumers’ brand preference and patronage and develops stronger emotional ties, trust, and loyalty with the brand.

Thus, the purpose of this...
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