Brand personality, product meaning and impulsiveness when buying: a study in a shopping center environment [doi: 10.21529/RECADM.2017007]

Marconi Freitas da Costa, Thaisa da Silva Paula, Claudio Felisoni de Angelo, Nuno Manoel Martins Dias Fouto
DOI: https://doi.org/10.21529/RECADM.2017007

Abstract

This study aims to analyze the influence of product meaning, brand personality and impulsiveness when buying in the mall environment. The research seeks to explain impulse buying taking into account the importance of the individual impulsivity as a significant factor influence on impulse buying and bring a contribution to the inclusion of two theories that hitherto have not been explored jointly in studies of impulse buying: product meaning and brand personality. A descriptive and correlational research was done with quantitative approach. The sample is composed of 317 respondents. The results allowed us to confirm that individuals who are more impulsive tend to make impulse purchases more frequently, that is, they have difficulty controlling their buying impulses. In addition, and as a contribution to this research, products purchased impulsively are those compatible with the image of consumers that reflect who they are. The participants noted that they were attributed personalities to products purchased impulsively. The more the brand personality can identify with the consumer and his lifestyle, more products would be likely to be purchased impulsively.


Keywords

Impulse buying; Impulsiveness; Brand personality; Product meaning; Shopping Center

Compartilhe

References


Aaker, D. & Biel, A. (1993). Brand equity and advertising: An overview. In: Aaker, D. & Biel, A. Brand equity and advertising. New Jersey: Lawrence Erlbaum Associates.

Aaker, J. (1997). Dimensions of brand personality. Journal of Marketing Research,34(3) 347-356.

Aaker, J. L., Benet-Martínez, V. & Garolera, J. (2001). Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constructs. Journal of Personality and Social Psychology, 81(3) 492-508.

Allen, M. W. (2000). The Attribute-mediation and product meaning approaches to the influences of human values on consumer choices. In: Columbus, F. (Ed.). Advances in Psychology Research. Huntington: Nova Science Publishers, p. 31-76.

Amos, C., Holmes, G & Keneson, W. (2014). A meta analysis of consumer impulse buying. Journal of Retailing and Consumer Services, 21(2) 86-97.

Arnould, E., Price, L. & Zinkhan, G. (2004). Consumers. 2. Ed. Boston: McGraw-Hill.

Babin, B., Darden, W. R. & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(1) 644-656.

Baudrillard, J. (2005). A Sociedade de Consumo. Lisboa: Edições 70.

Baumeister, R. F. (2002). Yielding to temptation: Self-control failures, impulsive purchasing, and consumer behavior. Journal of Consumer Research, 28(4) 670-676.

Beatty, S. & Ferrel, E. (1998). Impulse buying: modeling its precursors. Journal of Retailing, 74(2) 169-191.

Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2) 139-168.

Brunner, C. B., Ullrich, S., Jungen, P. & Esch, F. R. (2016). Impact of symbolic product design of brand evaluations. Journal of Product & Brand Management, 25(30) 307-320.

Caprara, G., Barbaranelli, C. & Guido, G. (1998). Personality as metaphor: Extension of the psycholexical hypothesis and the five fator model to brand and product personality description. Europe Advances in Consumer Research, 3(1) 61-69.

Costa, F. C. X. (2002). Influências ambientais e o comportamento de compra por impulso: um estudo em lojas físicas e virtuais. Tese de Doutorado, Departamento de Administração, Universidade de São Paulo, (USP), São Paulo, Brasil.

Costa, M. F. & Farias, S. A. (2016). Efeitos da música ao vivo e mecanizada em ambientes de varejo supermercadista. Revista de Administração Contemporânea – RAC, 20(2) 154-174.

Darrat, A. A., Darrat, M. A. & Amyx. D. (2016). How impulse buying influences compulsive buying: The central role of consumer anxiety and escapism. Journal of Retailing and Consumer Services, 31(2) 103-108.

Das, G. (2014). Impacts of retail brand personality and selfcongruity on store loyalty: The moderating role of gender. Journal of Retailing and Consumer Services, 21(2) 130-138.

Dean, D., Arroyo-Gamez, R., Punjaisri, K. & Pich, C. (2016). Internal brand co-creation: The experiential brand meaning cycle in higher education. Journal of Business Research, 69(8) 3041-3048.

Dholakia, U. (2000). Temptation and resistance: An integrated model of consumption impulse formation and enactment. Psychology & Marketing, 17(1) 955-982.

Dittmar, H., Beattie, J. & Friese, S. (1995). Gender identity and symbols: Objects and decisions considerations in impulse purchases. Journal of Economic Psychology, 16(1) 491-511.

Douglas, M. & Isherwood, B. (2009). O mundo dos bens: por uma antropologia do consumo. Rio de Janeiro: Ed UFRJ.

Eisend, M. & Stokburger-Sauer, N. E. (2013). Brand personality: A meta-analytic review of antecedents and consequences. Marketing Letters, 23(3) 205-216.

Faber, R. J. (1992). Money changes everything: Compulsive buying from a biopsychosocial perspective. American Behavioral Scientist, 35(July) 809-819.

Ferguson, G., Lau, K. C. & Phau, I. (2016). Brand personality as a direct cause of brand extension success: Does self-monitoring matter? Journal of Consumer Marketing, 33(5) 343-353.

Grohmann, B., Giese, J. L. & Parkman, I. D. (2013). Using type font characteristics to communicate brand personality of new brands. Journal of Brand Management, 20(5) 389-403.

Hair, Jr.; J. F., Babin, B., Money, H. A. & Samoul, P. (2005). Fundamentos de métodos de pesquisa em administração. Porto Alegre: Bookman.

Hemsley-Brown, J., Melewar, T., Nguyen, B. & Wilson, E. (2016). Exploring brand identity, meaning, image, and reputation (BIMIR) in higher education: A special section. Journal of Business Research, 69(8) 3019-3022.

Hoch, S. & Loewenstein, G. (1991). Time-inconsistent preferences and consumer self-control. Journal of Consumer Research, 17(4) 492-507.

Hosmer, D. W. & Lemeshow, S. (1989). Applied logistic regression. Wiley, New York.

Huang, L. T. (2016). Flow and social capital theory in online impulse buying Journal of Business Research, 69(6) 2277-2283.

Kapferer, J. (2004). Marcas à prova de prática: Aprendendo com os erros. Porto Alegre: Bookman.

Levy, S. J. (1959). Symbols for sales. Harvard Business Review, 37(4) 117-124.

Malhotra, N. K. (2006). Pesquisa em marketing: Uma orientação aplicada. Porto Alegre: Bookman.

McCracken, G. (2003). Cultura & consumo: novas abordagens ao caráter simbólico dos bens e das atividades de consumo. Coleção Cultura e Consumo, Rio de Janeiro: Mauad.

Möller, J. & Herm, S. (2013). Shaping Retail Brand Personality Perceptions by Bodily Experiences. Journal of Retailing, 89(4) 438-446.

Muniz, K. M. & Marchetti, R. Z. (2005). Dimensões da personalidade de marca: Análise da adequação da escala de Aaker (1997) ao contexto brasileiro. Anais do EnAnpad..., Rio de janeiro.

Nepomuceno, M. V. & Torres, C. V. (2005). Validação da escala de julgamento e significado do produto. Estudos de Psicologia, 10(1) 421-430.

Nohara, J. J., Acevedo, C. R. & Nogueira Neto, L. G. (2015). Consumo compulsivo e valores materialistas. Business and Management Review, 5(1) 700-711.

O’Guinn, T. C., & Faber, R. J. (1989). Compulsive buying: A phenomenological exploration. Journal of Consumer Research, 16(2) 147-157.

Ozer, L & Gultekin, B. (2015). Pre- and post-purchase stage in impulse buying: The role of mood and satisfaction. Journal of Retailing and Consumer Services, 22(1) 71-76.

Padilha, V. (2006). Shopping Center: A catedral das mercadorias. São Paulo: Boitempo editorial.

Richins, M. L. (1994). Valuing things: The public and private meanings of possessions. Journal of Consumer Research, 21(1) 504-521.

Ranfagni, S., Camiciottoli, B. C. & Faraoni, M. (2016). How to measure alignment in perceptions of brand personality within online communities: interdisciplinary insights. Journal of Interactive Marketing, 35(August) 70-85.

Rook, D. (1987). The buying impulse. Journal of Consumer Research, 14(1) 189-199.

Rook, D. W. & Hoch, S. J. (1985). Consuming impulses. Advances in Consumer Research,12(1) 23-27.

Sampieri, R. H., Collado, C. F. & Lucio, P. B. (2006). Metodologia de pesquisa. 3 ed. São Paulo: McGraw-Hill.

Santarelli, C. (2003). A moda tribal e seus aspectos comunicativos. Revista Brasileira de Marketing, 2(1) 95-104.

Slater, D. (2001). Cultura do consumo e modernidade. Rio de Janeiro: Nobel.

Sundar, A. & Noseworthy, T. J. (2016). Too exciting to fail, too sincere to succeed: The effects of brand personality on sensory disconfirmation. Journal of Consumer Research, 43(1) 44-67.

Supphellen, M. & Gronhaug, K. (2003). Building foreign brand personalities in Russia: The moderating effect of consumer ethnocentrism. International Journal of Advertising, 22(1) 203-226.

Tamayo, A. (1981). EFA: Escala fatorial de autoconceito. Arquivos Brasileiros de Psicologia, 33(4), 87-102.

Tegglen, E. (1979). A sociedade de consumo. Rio de Janeiro: Salvat Editora do Brasil.

Thaler, R. (1985). Mental accounting and consumer choice. Marketing Science, 4(2) 199-214.

Underhill, P. (2009). Vamos às Compras: A ciência do consumo nos mercados globais. 1 ed. Rio de Janeiro: Campus.

Youn, S. (2000). The dimensional structure of consumer buying impulsivity: measurement and validation. Tese de Doutorado, Departamento de Administração, University of Minnesota, Minneapolis, USA.

Youn, S. & Faber, R. (2000). Impulse buying: Its relation to personality traits and cues. Advances in Consumer Research, 27(1) 179-185.

Xiang, L., Zheng, X., Lee, M. & Zhao, D. (2016). Exploring consumers’ impulse buying behavior on social commerce platform: The role of parasocial interaction. International Journal of Information Management, 36(3) 333-347.




Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.