02/16/2023
By Ella Karat
Zoom link
Dissertation proposal title: "Building Brand Personality through Place Personality: A DNA Analogy"
Dissertation Committee Members:
Ann Kronrod, Ph.D., (Committee Chair) Associate Professor of Marketing, Manning School of Business, University of Massachusetts Lowell
Berk Talay, Ph.D., Professor of Marketing, Manning School of Business, University of Massachusetts Lowell
Tao (Tony) Gao, Ph.D., Associate Professor of Marketing, Manning School of Business, University of Massachusetts Lowell
Ruth Pogacar, Ph.D., Assistant Professor, Haskayne School of Business, University of Calgary
Abstract:
Purpose – The thesis will include a conceptual framework and primary research to investigate the premise that, similar to individuals, places possess distinctive and unique personality traits. Further, following the work on brand personality and employing a conceptual analogy to the DNA theory of heritability, I introduce what I term "Place Personality DNA," proposing that new brands that are perceived to be associated with a place (e.g., a city, a country, or a natural formation such as an ocean) may 'inherit' the personality traits that are unique to that place, meaning the same personality traits are associated with the brand.
The conceptual framework tested in Studies 1-4 will be expanded in Studies 5-8 into a full-scale theory of Place Personality DNA, which proposes that a wide range of places, such as cities, oceans, and mountains, and may have a set of identifiable, distinct personality traits, and that brand names claiming to be descended "from" these places 'inherit' these traits.
Practical Implications – In practice, a brand name can carry more weight than one might imagine, and it can impact the success or failure of some new brands. Consequently, the contribution I hope to make to management decision-making with this work is the identification of a tool that practitioners can use to choose the personality they intend to imbue into new brands. The clear actionable managerial implication of this work is that managers seeking to infuse their brand with instant personality—which is especially beneficial for new brands – should first conduct market research or analyze secondary data to ascertain a place's personality DNA, and then give their brand a name that implies the association evokes stereotypical personality traits associated with that place.
Originality- Prior research has shown that people tend to associate certain attributes or characteristics with products or brands based on their place of origin. A product made in a certain country may be perceived as luxury, high-quality, or associated with certain stereotypes (e.g. French wine being associated with sophistication and elegance). A city-based brand may be associated with certain qualities (e.g. New York fashion being associated with sleek and modern designs).
However, this is the first attempt to demonstrate that places possess distinct personality traits that can be "inherited" by new brands based on their perceived association with the place. The thesis aims to investigate whether these personality traits of a place can be "inherited" by new brands based on their perceived association with the place. This research will contribute to the existing body of knowledge in the field of marketing and branding by providing new insights on the relationship between places and brands. It will also provide a new perspective on how place can be used as a strategic tool for branding and positioning a brand. It will also give insight on how to optimize the brand's positioning in the market.
By investigating the content of place personality trait stereotypes, the conceptual framework of this paper will significantly expand our understanding of the country-of-origin or city-of-origin effect from consumer evaluations of products to the playground for new brand strategies. The research will attempt to contribute to a more comprehensive understanding of the "made-in" phenomenon by shedding light on the dynamic relationship between personality traits and the transference of these personality traits to new brand names. It will also provide insight into how brand strategies can be developed by taking into account the place personality trait stereotypes and the from-ness effect. This will provide a more holistic view of how place influences consumer perceptions and how brands can leverage this to their advantage.