Skip to main content
SpringerLink
Log in
Book cover

Fashion Branding and Consumer Behaviors pp 29–45Cite as

Fashion Brand Personality and Advertisement Response: Incorporating a Symbolic Interactionist Perspective

  • Chapter
  • First Online:

Part of the book series: International Series on Consumer Science ((ISCS))

Abstract

The way in which brands embody symbolic meaning for consumers, as well as the way it is individually received and processed, offers a critical point of brand differentiation in today’s competitive environment. One such method for communicating symbolic meaning is through brand personality. A strong recognizable brand personality is critical to establishing brand equity as personality traits offer assets that consumers value. Effective communication of brand personality in advertising allows marketers to grab consumers’ attention, create market differentiation, build consumer attachment to brands, and foster brand loyalty. This is especially relevant for the fashion industry. In order to capture consumer attention and secure subsequent adoption, fashion brands use advertising to prompt an emotional response and garner a personal connection ultimately differentiating a brand from its competitors. This chapter examines fashion brand personality from a symbolic interactionist perspective. Fashion brand meaning originates from the marketing environment mainly through the vehicle of advertising. This meaning is then subject to negotiation, as is explained within the context of the symbolic interaction theory. The chapter begins with an overview of symbolic interaction within the context of fashion consumption, followed by a discussion of how symbolic meanings have been instilled in products by marketers to create brand personalities in fashion brands. Consumers’ choice of brands based on brand personality are explored noting the importance of the evolving nature of fashion brand meaning. Propositions are offered as they apply to fashion branding and advertising.

This is a preview of subscription content, log in via an institution.

Chapter
USD   29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD   89.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD   119.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD   119.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Learn about institutional subscriptions

References

  • Aagerup, U. (2011). The influence of real women in advertising on mass market fashion brand perception. Journal of Fashion Marketing and Management, 15(4), 486–502.

    Article  Google Scholar 

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

    Article  Google Scholar 

  • Aaker, J. L. (1999). The Malleable self: The role of self-expression in persuasion. Journal of Marketing Research, 36(1), 45–57.

    Article  Google Scholar 

  • Ang, S. H., & Lim, E. A. I. (2006). The influence of metaphors and product type on brand personality perceptions and attitudes. Journal of Advertising, 35(2), 39–54.

    Article  Google Scholar 

  • Armstrong, K. L. (1999). Nik’s communication with black audiences: A sociological analysis of advertising effectiveness via symbolic interaction. Journal of Sport & Social Issues, 23(3), 266–286.

    Article  Google Scholar 

  • Batra, R., Lenk, P., & Wedel, M. (n.d.). Separating brand from category personality, working paper. http://webuser.bus.umich.edu/plenk/Brand%20Personality.pdf. Accessed 22 Dec 2013.

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

    Google Scholar 

  • Biel, A. L. (1993). Converting image into equity. In D. Aaker & A. Biel (Eds.), Brand equity and advertising. Hillsdale: Erlbaum.

    Google Scholar 

  • CHANEL. (2012). There you are —CHANEL No 5 Part 1: 2012 CHANEL commercial [Television commercial]. http://www.youtube.com/watch?v=mGs4CjeJiJQ

  • Eicher, J. B., & Roach-Higgins, M. E. (1992). Definition and classification of dress: Implications for analysis of gender roles. In R. Barnes & J. B. Eicher (Eds.), Dress and gender: Making and meaning (pp. 8–44). Oxford: Berg Publishers.

    Google Scholar 

  • Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(March), 343–373.

    Google Scholar 

  • Grubb, E. L., & Grathwohl, H. L. (1967). Consumer self concept, symbolism and market behavior: Theoretical approach. Journal of Marketing, 31, 22–27.

    Article  Google Scholar 

  • Hayes, J. B., Alford, B. L., & Capella, L. M. (2008). When the goal is creating a brand personality, focus on user imagery. Academy of Marketing Studies Journal, 12(1), 95–116.

    Google Scholar 

  • Holt, D. B. (1997). Poststructuralist lifestyle analysis: Conceptualizing the social patterning of consumption in postmodernity. Journal of Consumer Research, 23(March), 326–350.

    Google Scholar 

  • Hong, J. W., & Zinkhan, G. M. (1995). Self-concept and advertising effectiveness: The influence of congruency, conspicuousness, and response mode. Psychology and Marketing, 12(1), 53–77.

    Article  Google Scholar 

  • Hyllegard, K., Ogle, J., & Yan, R.-N. (2009). The impact of advertising message strategy—fair labour v. sexual appeal—upon Gen Y consumers’ intent to patronize an apparel retailer. Journal of Fashion Marketing and Management, 13(1), 109–127.

    Article  Google Scholar 

  • Johar, J. S., & Sirgy, M. J. (1991). Value-expressive versus utilitarian advertising appeals: When and why to use which appeal. Journal of Advertising, 20(3), 23–33.

    Article  Google Scholar 

  • Johar, G. V., Sengupta, J., & Aaker, J. L. (2005). Two roads to updating brand personality impressions: Trait versus evaluative inferencing. Journal of Marketing Research, 42(4), 458–469.

    Article  Google Scholar 

  • Kaiser, S. B. (1997). The social psychology of clothing: Symbolic appearances in context (2nd ed.). New York: Fairchild Publications.

    Google Scholar 

  • Keel, A. (2012). Celebrity endorsements and beyond: New avenues for celebrity branding. Psychology & Marketing, 29(9), 690–703.

    Article  Google Scholar 

  • Keller, K. L. (2000). The brand report card. Harvard Business Review, 78(1), 3–10.

    Google Scholar 

  • Keller, K. L. (2013). Strategic brand management (4th ed.). Upper Saddle River: Pearson Hall.

    Google Scholar 

  • Khan, B. M. (2010). Brand personality and consumer congruity: Implications for advertising strategy. The IUP Journal of Business Management, 7(1 & 2), 7–24.

    Google Scholar 

  • Kim, H.-S. (2000). Examination of brand personality and brand attitude within the apparel product category. Journal of Fashion Marketing and Management, 4, 243–252.

    Article  Google Scholar 

  • Kleine, R. E., Kleine, S. S., & Kernan, J. B. (1993). Mundane consumption and the self: A social identity perspective. Journal of Consumer Psychology, 2(3), 209–235.

    Article  Google Scholar 

  • Kleine, S. S., Kleine, R. E., III., & Allen, C. T. (1995). How is a possession ‘Me’ or ‘Not Me’? Characterizing types of an antecedent of material possession attachment. Journal of Consumer Research, 3(December), 327–343.

    Google Scholar 

  • Kressman, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S., & Lee, D.-J. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59(9), 955–964.

    Article  Google Scholar 

  • Lee, D. L. (1990). Symbolic interactionism: Some implications for consumer self-concept and product symbolism research. Advances in Consumer Research, 17, 386–393.

    Google Scholar 

  • Lee, E.-J., & Rhee, E.-Y. (2008). Conceptual framework of within-category brand personality based on consumers’ perception (WCBP-CP): The case of men’s apparel category in South Korea. Journal of Brand Management, 15, 465–489.

    Google Scholar 

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

    Google Scholar 

  • Ligas, M., & Cotte, J. (1999). The process of negotiating brand meanings: A symbolic interactionist perspective. Advances in Consumer Research, 26, 609–614.

    Google Scholar 

  • Malär, L., Nyffenegger, B., Krohmer, H., & Hoyer, W. D. (2012). Implementing an intended brand personality: A dyadic perspective. Journal of the Academy of Marketing Science, 40, 728–744.

    Article  Google Scholar 

  • Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of Marketing, 75, 35–52.

    Article  Google Scholar 

  • Malhotra, N. K. (1988). Self concept and product choice: An integrated perspective. Journal of Economic Psychology, 9, 1–28.

    Article  Google Scholar 

  • Marconi, J. (2000). The brand marketing book: Creating, managing, and extending the value of your brand. Lincolnwood: NTC Business Books.

    Google Scholar 

  • McCracken, G. (1986). Culture and consumption: A theoretical account of the structure and movement of the cultural meaning of consumer goods. Journal of Consumer Research, 13(June), 71–84.

    Google Scholar 

  • Onkvisit, S., & Shaw, J. (1987). Self-concept and image congruence: Some research and managerial implications. Journal of Consumer Marketing, 4(1), 13–23.

    Article  Google Scholar 

  • Orth, U. R., & Kahle, L. R. (2008). Intrapersonal variation in consumer susceptibility to normative influence: Toward a better understanding of brand choice decisions. Journal of Social Psychology, 148(4), 423–447.

    Article  PubMed  Google Scholar 

  • Plummer, J. T. (1985). How personality makes a difference. Journal of Advertising Research, 24 (December), 27–31.

    Google Scholar 

  • Puzakova, M., Kwak, H., & Rocereto, J. F. (2009). Pushing the envelope of brand and personality: Antecedents and moderators of anthropomorphized brands. Advances in Consumer Research, 36, 413–420.

    Google Scholar 

  • Ralph Lauren to sponsor Masterpiece on PBS. (2012). http://www.pbs.org/about/news/archive/2012/masterpiece-ralph-lauren/. Accessed 22 Dec 2012.

  • Romaniuk, J., & Ehrenberg, A. (2012, September). Do brands lack personality? Marketing Theory, 12, 333–339.

    Google Scholar 

  • Rook, D. W. (1985). The ritual dimension of consumer behavior. Journal of Consumer Research, 12(December), 251–264.

    Google Scholar 

  • Rosenberg, M. (1979). Conceiving the self. New York: Basic Books.

    Google Scholar 

  • Rossiter, J. R., & Percy, L. (1987). Advertising and promotional management. New York: McGraw-Hill.

    Google Scholar 

  • Scott, L. M. (1994). The bridge from text to mind: Adapting reader-response theory to consumer research. Journal of Consumer Research, 21(December), 461–480.

    Google Scholar 

  • Shepard, B. (1997). Creating brand equity by managing visual signals. Marketing Review, 52(June), 18–19.

    Google Scholar 

  • Sirgy, J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(December), 287–300.

    Google Scholar 

  • Thompson, C. J., & Haytko, D. L. (1997). Speaking of fashion: Consumer uses of fashion discourses and the appropriation of countervailing cultural meanings. Journal of Consumer Research, 24(June), 15–42.

    Google Scholar 

  • Veryzer, R. W. (1995). The place of product design and aesthetics in consumer research. Advances in Consumer Research, 22, 641–645.

    Google Scholar 

  • Vézina, R., & Paul, O. (1997). Provocation in advertising: A conceptualization and an empirical assessment. International Journal of Research in Marketing, 14(7), 177–192.

    Article  Google Scholar 

  • Walters, H. (2007, February 5). What Gap needs to do now. BusinessWeek.Com. http://infotrac.galegroup.com/itw/infomark/175/143/98772106w4/purl=rc1_GBFM_0_A158852454 & dyn=6!xrn_1_0_A158852454?sw_aep=udel_main. Accessed 9 Feb. 2007.

  • Zmuda, N. (2012, December 3). Mind the gap: Fashions brand resurgence: With refreshed stores, social-savvy marketing and stacks of brightly colored skinny jeans, the retail giant is coming back into style. Advertising Age, 83(43), 16–18.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Department of Fashion and Apparel Studies, University of Delaware, 19716, Newark, DE, USA

    Dr. Hye-Shin Kim & Martha L. Hall

Authors
  1. Dr. Hye-Shin Kim
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Martha L. Hall
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Hye-Shin Kim .

Editor information

Editors and Affiliations

  1. Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong SAR

    Tsan-Ming Choi

Rights and permissions

Reprints and permissions

Copyright information

© 2014 Springer Science+Business Media New York

About this chapter

Cite this chapter

Kim, HS., Hall, M. (2014). Fashion Brand Personality and Advertisement Response: Incorporating a Symbolic Interactionist Perspective. In: Choi, TM. (eds) Fashion Branding and Consumer Behaviors. International Series on Consumer Science. Springer, New York, NY. https://doi.org/10.1007/978-1-4939-0277-4_3

Download citation

Publish with us

Policies and ethics

Search

Navigation