Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constructs
Aaker, Benet-Martinez and Garolera argue that brands can carry and institutionalise a culture's values and beliefs. Four studies asked how symbolic and expressive brand attributes are structured and whether the structure differs across Japan, the United States and Spain. Japan and the United States shared a set of brand personality dimensions, with peacefulness specific to Japan and ruggedness specific to the United States; the common dimensions appeared again in Spain alongside a Spain-specific dimension, passion. Journal of Personality and Social Psychology 81(3), 2001.
Aaker, Benet-Martinez and Garolera argue that brands can carry and institutionalise a culture's values and beliefs. Four studies asked how symbolic and expressive brand attributes are structured and whether the structure differs across Japan, the United States and Spain. Japan and the United States shared a set of brand personality dimensions, with peacefulness specific to Japan and ruggedness specific to the United States; the common dimensions appeared again in Spain alongside a Spain-specific dimension, passion. Journal of Personality and Social Psychology 81(3), 2001.
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Aaker, J. L., Benet-Martinez, 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. doi:10.1037/0022-3514.81.3.492 https://doi.org/10.1037/0022-3514.81.3.492