A six-factor model of brand personality and its predictive validity

The study examines applicability and usefulness of HEXACO-based model in the description of brand personality. Following contemporary theoretical developments in human personality research, Study 1 explored the latent personality structure of 120 brands using descriptors of six personality traits as defined in HEXACO model: Honesty-Humility, Emotionality, Extraversion, Agreeableness, Conscientiousness, and Openness. The results of exploratory factor analyses have supported HEXACO personality six-factor structure to a large extent. In Study 2 we addressed the question of predictive validity of HEXACO-based brand personality. Brand personality traits, but predominantly Honesty-Humility, accounted for substantial amount of variance in prediction of important aspects of consumer-brand relationship: attitude toward brand, perceived quality of a brand, and brand loyalty. The implications of applying HEXACO-based brand personality in marketing research are discussed.