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Brand Personality Across Cultures
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I'm an International Business Student at the University of Tilburg (Netherlands). At this moment I'm writing my Bachelor Thesis with the global topic of Brand Personality. My interest is in the field of culture combined with brand personality. However at this moment I'm a bit stuck. When having submitted my first thesis proposal I got the comments that it was to broad for a bachelor thesis. My Problem statement was: "Will a specific brand personality have the same influence in different cultures?"
The problem with this statement that it is too easy to answer (Ofcourse it is a 'yes') and it is too broad (What is culture?). To be more precise, here's a better example of what I'd like to research.
We all know about the Marlboro Man, the cowboy with his rough-and-tumble image, to establish the brand personality of marlboro cigarettes (Before the emergence of the Marlboro Man, Marlboro was more a of womens cigarette). The problem arises when having the same brand personality across cultures. Will the Marlboro Man have the same effect on the Japanese public as it has on the US public? Probably not, but what kind of effect will it then have.
To come to an answer I want to combine to fields of research. The one of Aaker (1997), who states that Brand Personality consists of five dimensions (just like human personality), namely; Sincerity, Excitement, Competence, Sophistication and Ruggedness. Personality traits, like for example honest, upper class, and trendy, can all be ordened in these five dimensions. And the studies of Hofstede, who sees culture as a domain-general, broad, and stable set of value tendencies. Using the dimensions of Hofstede, I'd like to research what effect different cultures will have on the perception of brand personality.
My problem is that I can not precisely point out what I want to do, with my problem statement for example. Can anyone who has any knowledge concerning this subject give me some answers?
Additional to this research, I'd like to know whether Brand Image is the substitute for Brand Personality or if there is any difference between them?
Thanks in advance!
Peter van Viegen