Infusing Personality to Brands: The Key Influence of SME Owner/Managers

Abstract

As consumers go into relationships in their own personal lives, it has been argued that consumers may understand brand relationships better by personifying the brand. This process by which brands forms a relationship with consumers is based on the theory of anthropomorphism of brands. For this study, brand as a person is defined as brand personality and other human-like traits which may be linked to functional attributes and benefits. Importantly, no research today has studied this dimension in detail in relation to the personality of SME brand owner/managers (O/Ms). Our aim is to explore the link between the personality of the brand O/M and that of the brand. Thirty case studies were used for data collection. Semi-structured interviews offered sufficient structure to keep the interview on the right track and also flexibility for appropriate discussion and exploration. Data was analyzed through thematic coding. NVivo helped to systematically and objectively compare and contrast theory-driven and data-driven codes. Two key findings emerged from the study: (1) a clear indication that there are close similarities between personality traits of O/Ms and their brands, and (2) two distinctive types of brand personalities emerged, one being more rational and the other more social. This study sustains prior arguments that organizational identity in SMEs often mirrors the personality and characteristics of the owners. Some implications may indicate that (1) this brand dimension may help improve brand emotional relationships with consumers and may also reinforce a coherent brand identity; (2) training programs for O/Ms designed to develop brand strategic tools such as brand personality may assist brand SMEs to become more competitive in the marketplace.