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The impact of culture on brand personality: An empirical study of the lifestyle brands originating from the American South
This paper uses Aaker’s brand personality framework to investigate the personality of the lifestyle brands originating from the American South (Southern lifestyle brands) based on data collected from 283 participants. The results reveal that the personality of Southern lifestyle brands may be described across three dimensions, namely sophisticated, casual and Southern, comprising 62 personality traits. In addition, the results indicate that consumers from Southern states prefer purchasing products originating from Southern states, and that Southern consumers perceive brands from the South as possessing favourable qualities. The findings of the study clearly suggest that the region of the country in which a consumer is from can influence consumers’ brand evaluation and preference due to unique histories, cultures and traditions.
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Jamie Parks is an academic life coach and ADHD coach at Creating Positive Futures, an academic coaching firm based in Atlanta, GA. She earned an economics certificate and bachelor’s of science degree from Florida State University, and her master’s of science degree from the University of Alabama.
Xiao Tong is an Associate Professor in the Department of Clothing, Textiles, and Interior Design at the University of Alabama. Her research interests include branding management, e-commerce, international marketing and the international trade of textile and apparel products. Her work has been published in such journals as Journal of Consumer Marketing, Journal of Fashion Marketing and Management and Journal of Product and Brand Management. She earned her PhD from the University of Missouri.