Two Roads to Updating Brand Personality Impressions

Journal of Marketing Research, pp. 458-469, November 2005

Posted: 6 Aug 2011

See all articles by Gita Johar

Gita Johar

Columbia Business School - Marketing

Jaideep Sengupta

Hong Kong University of Science & Technology (HKUST) - Department of Marketing

Jennifer Aaker

Stanford University - Graduate School of Business

Date Written: 2005

Abstract

The research examines the dynamic process of inference updating. The authors present a framework that delineates two mechanisms that guide the updating of personality trait inferences about brands. The results of three experiments show that chronics (those for whom the trait is accessible) updated their initial inferences on the basis of the trait implications of new information. Notably, nonchronics (those for whom the trait is not accessible) also update their initial inferences, but they do so on the basis of the evaluative implications of new information. The framework adds to the inference-making literature by uncovering two distinct paths of inferences updating and by emphasizing the moderating role of trait accessibility. The findings have direct implications for marketers attempting to understand the construction of brand personality, and they emphasize the constantly evolving nature of brand perceptions and the notion that both the consumer and the marketer have important roles to play in this process.

Keywords: inference updating, brand personality, brand perceptions, chronics, trait implications, evaluative implications

JEL Classification: M30, M31

Suggested Citation

Johar, Gita and Sengupta, Jaideep and Aaker, Jennifer Lynn, Two Roads to Updating Brand Personality Impressions (2005). Journal of Marketing Research, pp. 458-469, November 2005. Available at SSRN: https://ssrn.com/abstract=1905660

Gita Johar

Columbia Business School - Marketing ( email )

New York, NY 10027
United States

Jaideep Sengupta

Hong Kong University of Science & Technology (HKUST) - Department of Marketing ( email )

Clear Water Bay, Kowloon

Jennifer Lynn Aaker (Contact Author)

Stanford University - Graduate School of Business ( email )

655 Knight Way
Stanford, CA 94305-5015
United States

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