-ABSTRACT-
The role of brand personality based on the FCB grid model
Kim, Chung Koo, Ph.D.
Associate Professor Dept. of School of Business Administration SungKyunKwan University
Ahn, Yong Hyun
Assistant Researcher Life Soft Research Center, LG Electronics
Although some interesting studies have been done on brand personality in Korea, these are all limited to only one product category. This paper examines 16 product categories to explore what kinds of brand personality Korean consumers feel about brands and how these results can be used for developing effective advertising campaigns. Since it was expected that the role of brand personality on consumers' attitudes toward brands differ across product categories, we examines the role of brand personality in relation to the four major quadrants of the FCB grid model, which are the combinations of the Think-Feel and the involvement dimensions. We obtained several interesting findings about the effect of brand personality on brand loyalty in relation to the FCB grid quadrants. One of the interesting findings is that think-related brand personality such as competency and sincerity are also important factors even for "high involvement and feel" products.