03/11/2024
By Ella Karat

The Robert J. Manning School of Business, Department of Marketing, Entrepreneurship, and Innovation invites you to attend a doctoral dissertation defense by Ella Karat.

Candidate Name: Ella Karat
Degree: Doctoral
Defense Date: Monday, March 25, 2024
Time: 4-6 p.m. 
Location: Zoom Meeting

Dissertation Title: Building Brand Personality through Place Personality: The Genius Loci Approach

Committee:

  • Chair Ann Kronrod, Ph.D., Associate Professor of Marketing, Department of Marketing, Entrepreneurship, and Innovation, University of Massachusetts Lowell
  • Ruth Pogacar, Ph.D., Assistant Professor, Department of Marketing, Haskayne School of Business, University of Calgary
  • M. Berk Talay, Ph.D., Professor of Marketing, Marketing, Department of Marketing, Entrepreneurship, and Innovation, University of Massachusetts Lowell
  • Tao Gao, Ph.D., Associate Professor of Marketing, Department of Marketing, Entrepreneurship and Innovation, University of Massachusetts Lowell

Brief Abstract:

In today's increasingly competitive global marketplace, marketers for new brands must establish brand equity sooner rather than later, to successfully compete with more established brands. This dissertation introduces the term Genius Loci Traits into branding literature, exploring its integration and practical application in brand development.

It proposes that places, like individuals, possess unique personality traits, termed "Genius Loci Traits" (GLT), which influence consumer perceptions of brands associated with them. The study utilizes experiments and primary data, drawing from prior research on brand personalities to identify these traits. In Essay I, the investigation focuses on the presence of place of origin personality traits, analyzing GLTs associated with locations. It suggests that places, exemplified by France and Japan, possess unique personality traits that new brands perceived to be originating from these places inherit. In Essay II, the research delves into examining how aligning brand names with the GLT of their place of origin influences perceptions of brand authenticity and consumer behaviors such as trying, talking positively, and purchasing intentions. This study emphasizes the pivotal role of place-associated brand names in determining brand success and proposes leveraging GLT to enhance brand authenticity and consumer behaviors. By strategically aligning brand names with place-associated unique personality traits, managers can optimize brand positioning and foster stronger connections with consumers. These findings carry significant implications for international marketing theory and practice.