The Use of Consumption of Sign Concept with Brand Personality Concept
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Published:
Apr 28, 2017
Keywords:
Brand Brand Personality Consumption of Sign
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Abstract
Today’s consumption is getting more complicated than before in that consumers also consume the abstract meaning of the product in addition to its functional benefit. One marketing concept that is gaining more popularity is brand personality as the creation of human personality in a brand may influence consumers’ consumption decision. Brand personality is conceptually related to the sociological concept of sign consumption which argues that consumption decision also results from the abstract meaning of the product. Based on literature review, this article proposes that the consumption of sign and brand personality are conceptually related. As a consequence, the studies in brand personality may also draw from the consumption of sign. Furthermore, this article also proposes the guideline for marketers to create or manage brand personality based on the concept of sign consumption.
Article Details
How to Cite
อมาตยกุล ศ., พลโยราช ก., & ปรีชาปัญญากุล ว. (2017). The Use of Consumption of Sign Concept with Brand Personality Concept. KKBS Journal of Business Administration and Accountancy, 1(1), 54–65. Retrieved from https://so04.tci-thaijo.org/index.php/kkbsjournal/article/view/161193
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Research Articles
The articles published in the journals are the authors' opinions, not the opinion of the editorial team or administrative staff. The articles published is copyright of the Journal of Business Administration and Accounting, Khon Kaen University.
References
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Ahmad, A. & Thyagaraj, K. S. (2015). Understanding the Influence of Brand Personality on Consumer Behavior. Journal of Advanced Management Science, 3(1), 38-43.
Amatyakul, S. & Polyorat, K. (2016a). Brand Personality. Executive Journal, 36(2), 89-101. (In Thai)
Amatyakul, S. & Polyorat, K. (2016b). City Brand Personality: the Application of Brand Personality Concept. Review of Integrative Business and Economics Research, 5(9/10), 108-121.
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Barthes, R. (2001). Mythologies. Bangkok: Kobfire. (In Thai)
Baudrillard, J. (1968). The System of Objects. London: Verso.
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Bourdieu, P. (1996). Economie des Biens Symboliques. Bangkok: Khopphai. (In Thai)
Ekhlassi, A., Nezhad, M. H., Far, S. A. & Rahmani, K. (2012). The Relationship between Brand Personality and Customer Personality, Gender and Income: a Case Study of the Cell Phone Market in Iran. Journal of Targeting, Measurement and Analysis for Marketing, 20(3/4), 158-171.
Elliot, S. & Barth, J. E. (2012). Wine Label Design and Personality Preferences of Millennials. Journal of Product & Brand Management, 21(3), 183-191.
Fetscherin, M. & Toncar, M. (2009). Country of Origin Effect on U.S. Consumer’s Brand Personality Perception of Automobiles from China and India. Multinational Bussiness Review, 17(2), 111-128.
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Ghosh, D., Ghosh, P. & Das, B. (2013). Brand Personality from Corporate Social Responsibility: a Critical Review of the Brand Image through CSR. Parikalpana: KIIT Journal of Management, 9(2), 22-33.
Glynn, M. S. & Widjaja, T. (2014). Private Label Personality: Applying Brand Personality to Private Label Brands. The International Review of Retail, Distribution and Consumer Research, 25(4), 362-378.
Goldsmith, R. & Goldsmith, E. (2012). Brand Personality and Brand Engagement. North American Business Press, 12(1), 11-20.
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Lucktong, A. & Burarak, B. (2012). Mobile Phone: More than a Communication Device. Songklanakarin Journal of Sociology and Anthropology, 18(1), 108-131. (In Thai)
Marx, K. (1981). Critique of the Gotha Programme. Bangkok: Suwunseri. (In Thai)
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Mulyanegara, R. C., Tsarenko, Y. & Anderson, A. (2007). The Big Five and Brand Personality: Investigating the Impact of Consumer Personality on Preferences towards Particular Brand Personality. Journal of Brand Management, 16(4), 234-247.
Plummer, J. T. (2000). How Personality Makes a Difference. Journal of Advertising Research, 40(6), 79-83.
Polyorat, K. (2011). The Influence of Brand Personality Dimension on Brand Identification and Word-of-Mouth: the Case Study of a University Brand in Thailand. Asian Journal of Business Research, 1(1), 54-69.
Polyorat, K. & Sripongpun, K. (2015a). Japan’s Country Personality: an Exploratory Study. The Macrotheme Review, 4(7), 62-68.
Polyorat, K. & Sripongpun, K. (2015b). South Korea’s Country Personality in Thai Consumer’s Perception: a Qualitative Study. Journal of Business and Retail Management Research, 10(1), 71-76.
Porter, M. (1998). The Competitive Advantage: Creating and Sustaining Superior Performance. New York: Free Press.
Poster, M. (2001). Jean Baudrillard: Selected Writings. California: Stanford University Press.
Ratjaroenkhajorn, S. (2001). Coffee House: Meanings in the Cultural Sphere of Thai Consumerism. A Thesis Master of Art (Anthropology), Thammasat University. (In Thai)
Seimiene, E. & Jankovic, T. (2014). Impact of Congruence between Sports Celebrity and Brand Personality on Purchase Intension: the Case of Mineral Water Category in Lithuania. Organizations and Markets in Emerging Economics, 5(1), 90-104.
Seimiene, E. & Kamarauskaite, E. (2014). Effect of Brand Elements on Brand Personality Perception. Procedia – Social and Behavioral Sciences, 156(2014), 429-434.
Soontornkajit, W. (2008). Modern Japanese Restaurant: Communication Space of Meaning Identify and Japanization. A Thesis Master of Arts (Mass Communication Administration), Thammasat University. (In Thai)
Temporal, P. (2000). Why Brand Personality?. Retrieved March 1, 2016, from https://www.brandingasia.com/columns/temporal3.htm.
Thiraphan, C. (2001). Chaos Theory with Junction of Thai Society. 6th ed. Bangkok: Udomphanya. (In Thai)
Toldos-Romero, M. & Orozco-Gomez, M. M. (2015). Brand Personality and Purchase Intension. European Bussiness Review, 27(5), 462-476.
Wang, X., Yang, Z. & Liu, N. R. (2009). The Impact of Brand Personality and Congruity on Purchase Intension: Evidence from the Chinese Mainland’s Automobile Market. Journal of Global Marketing, 22(3),199-215.
Aaker, J. & Fournier, S. (1995). A Brand as a Character, a Partner and a Person: Three Perspectives on the Question of Brand Personality. Advances in Consumer Research, 22(1), 391-395.
Ahmad, A. & Thyagaraj, K. S. (2015). Understanding the Influence of Brand Personality on Consumer Behavior. Journal of Advanced Management Science, 3(1), 38-43.
Amatyakul, S. & Polyorat, K. (2016a). Brand Personality. Executive Journal, 36(2), 89-101. (In Thai)
Amatyakul, S. & Polyorat, K. (2016b). City Brand Personality: the Application of Brand Personality Concept. Review of Integrative Business and Economics Research, 5(9/10), 108-121.
Amatyakul, S., Apichartvullop, Y. & Chamaratana, T. (2016a). Consumption of the Phi Ta Khon cultural product. Proceedings of 12th the International Conference on Humanities and Social Sciences 2016, 14 November 2016, Faculty of Humanities and Social, Khon Kaen University. (In Thai)
Amatyakul, S., Apichartvullop, Y. & Chamaratana, T. (2016b). Consumption of the Phi Ta Khon Cultural Product. A Thesis of Master of Development Sociology, Khon Kaen University. (In Thai)
Assarut, N. (2008). Literature Review of Brand Personality. Chulalongkorn Bussiness, 31(121), 83-89. (In Thai)
Barthes, R. (2001). Mythologies. Bangkok: Kobfire. (In Thai)
Baudrillard, J. (1968). The System of Objects. London: Verso.
--------------. (1998). The Consumer Society: Myths and Structures. London: Sage.
Bourdieu, P. (1996). Economie des Biens Symboliques. Bangkok: Khopphai. (In Thai)
Ekhlassi, A., Nezhad, M. H., Far, S. A. & Rahmani, K. (2012). The Relationship between Brand Personality and Customer Personality, Gender and Income: a Case Study of the Cell Phone Market in Iran. Journal of Targeting, Measurement and Analysis for Marketing, 20(3/4), 158-171.
Elliot, S. & Barth, J. E. (2012). Wine Label Design and Personality Preferences of Millennials. Journal of Product & Brand Management, 21(3), 183-191.
Fetscherin, M. & Toncar, M. (2009). Country of Origin Effect on U.S. Consumer’s Brand Personality Perception of Automobiles from China and India. Multinational Bussiness Review, 17(2), 111-128.
Freling, T. H. & Forbes, L. P. (2005). An Empirical Analysis of the Brand Personality effect. Journal of Product & Brand Management, 14(7), 404-413.
Ghosh, D., Ghosh, P. & Das, B. (2013). Brand Personality from Corporate Social Responsibility: a Critical Review of the Brand Image through CSR. Parikalpana: KIIT Journal of Management, 9(2), 22-33.
Glynn, M. S. & Widjaja, T. (2014). Private Label Personality: Applying Brand Personality to Private Label Brands. The International Review of Retail, Distribution and Consumer Research, 25(4), 362-378.
Goldsmith, R. & Goldsmith, E. (2012). Brand Personality and Brand Engagement. North American Business Press, 12(1), 11-20.
Geuens, M., Weijters, B. & De Wulf, K. (2009). A New Measure of Brand Personality. International Journal of Research in Marketing, 26(2), 97-107.
Issarapakdee, P. (2016). Branding 4.0. 3nd ed. Bangkok: Amarin Printing and Publishing. (In Thai)
Jirasatthumb, N. (2010). Postmodern & Economics. Bangkok: Vibhasa. (In Thai)
Kaewthep, K. & Hinwiman, S. (2010). Literature Reviews of Theorists Associated with Political, Economy, and Communication Studies. 2nd ed. Bangkok: Pharbpim. (In Thai)
Klink, R. & Athaide, G. A. (2012). Creating Brand Personality with Brand Names. A Journal of Research in Marketing, 23(1), 109-117.
Kotler, P. & Armstrong, G. (2016). Principles of marketing. 16th ed. Boston: Pearson.
Lee, H. J. & Kang, M. S. (2013). The Effect of Brand Personality on Brand Relationship, Attitude and Purchase Intension with Focus on Brand Community. Academy of Marketing Studies Journal, 17(2), 85-97.
Likitkijsomboon, P. (2003). Political Economy Theory. Bangkok: Thammasat University. (In Thai)
Lin, Y. C. & Huang, P. W. (2012). Effects of the Big Five Brand Personality Dimensions on Repurchase Intensions: Using Branded Coffee Chains as Examples. Journal of Foodservice Business Research, 15(1), 1-18.
Lucktong, A. & Burarak, B. (2012). Mobile Phone: More than a Communication Device. Songklanakarin Journal of Sociology and Anthropology, 18(1), 108-131. (In Thai)
Marx, K. (1981). Critique of the Gotha Programme. Bangkok: Suwunseri. (In Thai)
Marx, K. (1999). Das capital : volume 1. Bangkok: Terathat. (In Thai)
Marx, K. & Engels, F. (1974). The Communist Manitesto. Belmont, Mass: American Opinion.
Mulyanegara, R. C., Tsarenko, Y. & Anderson, A. (2007). The Big Five and Brand Personality: Investigating the Impact of Consumer Personality on Preferences towards Particular Brand Personality. Journal of Brand Management, 16(4), 234-247.
Plummer, J. T. (2000). How Personality Makes a Difference. Journal of Advertising Research, 40(6), 79-83.
Polyorat, K. (2011). The Influence of Brand Personality Dimension on Brand Identification and Word-of-Mouth: the Case Study of a University Brand in Thailand. Asian Journal of Business Research, 1(1), 54-69.
Polyorat, K. & Sripongpun, K. (2015a). Japan’s Country Personality: an Exploratory Study. The Macrotheme Review, 4(7), 62-68.
Polyorat, K. & Sripongpun, K. (2015b). South Korea’s Country Personality in Thai Consumer’s Perception: a Qualitative Study. Journal of Business and Retail Management Research, 10(1), 71-76.
Porter, M. (1998). The Competitive Advantage: Creating and Sustaining Superior Performance. New York: Free Press.
Poster, M. (2001). Jean Baudrillard: Selected Writings. California: Stanford University Press.
Ratjaroenkhajorn, S. (2001). Coffee House: Meanings in the Cultural Sphere of Thai Consumerism. A Thesis Master of Art (Anthropology), Thammasat University. (In Thai)
Seimiene, E. & Jankovic, T. (2014). Impact of Congruence between Sports Celebrity and Brand Personality on Purchase Intension: the Case of Mineral Water Category in Lithuania. Organizations and Markets in Emerging Economics, 5(1), 90-104.
Seimiene, E. & Kamarauskaite, E. (2014). Effect of Brand Elements on Brand Personality Perception. Procedia – Social and Behavioral Sciences, 156(2014), 429-434.
Soontornkajit, W. (2008). Modern Japanese Restaurant: Communication Space of Meaning Identify and Japanization. A Thesis Master of Arts (Mass Communication Administration), Thammasat University. (In Thai)
Temporal, P. (2000). Why Brand Personality?. Retrieved March 1, 2016, from https://www.brandingasia.com/columns/temporal3.htm.
Thiraphan, C. (2001). Chaos Theory with Junction of Thai Society. 6th ed. Bangkok: Udomphanya. (In Thai)
Toldos-Romero, M. & Orozco-Gomez, M. M. (2015). Brand Personality and Purchase Intension. European Bussiness Review, 27(5), 462-476.
Wang, X., Yang, Z. & Liu, N. R. (2009). The Impact of Brand Personality and Congruity on Purchase Intension: Evidence from the Chinese Mainland’s Automobile Market. Journal of Global Marketing, 22(3),199-215.