An extensive summary of the course 'brand and product management' given at the Rijksuniversiteit Groningen. In the summary, all the articles and lectures that need to be studied for the exam, are being described extensively. Therefore, reading the articles yourself is not necessary. Good luck with ...
,Week 1
How to read the scientific articles
1. Try to understand the main concepts and findings
2. Try to criticize the results by identifying conditions under which the article’s main findings might
become stronger or weaker.
Park & John (2010)
Got to get you into my life: do brand personalities rub off on consumers?
Do consumers perceive themselves as having the brand’s personality after they use the brand?
When consumers use certain brands, the personality of the brand rubs off on them. This means for
example that consumers feel and describe themselves as more intelligent after using an ‘intelligent
brand’.
Brands can be positioned on the basis of human qualities.
‘We find that only consumers who endorse a particular implicit self-theory view themselves or others
that they possess the same appealing traits as the brand’.
Implicit self-theories
= lay beliefs about the malleability (=maakbaarheid) of our personalities.
Two implicit self-theories:
o Entity theory = view that personal qualities are fixed. They cannot be improved through your
own direct efforts.
Perceive the self in a more positive way through opportunities to signal positive qualities to the
self or others.
o Incremental theory = view your own personal qualities as malleable, which can be improved
through your own efforts.
Perceive the self in a more positive way through self-improvement opportunities.
Because of this self-enhancement differs. Incremental theorist are willing to learn and take opportunities
(difficult classes), while entity theorists seek for the opportunity to show their good qualities (easier
classes).
Incremental theorists are not likely to use brand personalities to influence their own personality.
Entity theorists will use the brand experiences as a self-signal and therefore, will perceive themselves
more positively in line with the appealing personality traits associated with the brand.
3
, Study 1
- If you use the hand bags of Victoria’s Secret, do you feel more feminine, glamorous and good-looking
has improved?
Results
- Entity theorists perceived themselves as better looking, more feminine, and more glamorous after
using a Victoria’s Secret bag than after using the plain pink shopping bag. Incremental theorists were not
affected by the shopping bag they carried.
- So: using a brand with an appealing personality can rub off on some, but not all, consumers.
Study 2:
- To generalize findings, the same study as study 1 has been performed with a pen (brand: MIT). Besides
this, it is to test whether it also goes for less believed malleable personality traits (intelligence).
Results
- Entity theorists perceived themselves as more intelligent, more of a leader, and harder working after
using the MIT pen than after using the regular pen. Incremental theorists were not affected by the pen
they used.
Study 3:
- In this study the mediating role of incremental theorist vs entity theorist is being researched.
Results
- Brand signaling mediates the effect of implicit self-theory on self-perceptions of personality traits
associated with Victoria’s Secret.
- Compared to incremental theorists, entity theorists did not feel more psychological discomfort while
using the Victoria’s Secret bag.
Study 4
- Research whether the effect on personality also happens in the private setting.
Results
- For participants who received negative feedback and used the MIT pen. A significant negative
relationship between implicit self-theory and brand signaling emerged.
- Relative to incremental theorists, entity theorists were more likely to use the MIT pen as a self-signal.
4
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