Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constructs

This research argues that the meaning embedded in consumption symbols, such as commercial brands, can serve to represent and institutionalize the valu es and beliefs of a culture. Relying on a combined emic-etic approach, the authors conducted 4 studies to examine how symbolic and expressive attribut es associated with commercial brands are structured and how this structure varies across 3 cultures. Studies 1 and 2 revealed a set of "brand personal ity" dimensions common to both Japan and the United States (Sincerity, Exci tement, Competence, and Sophistication), as well as culture-specific Japane se (Peacefulness) and American (Ruggedness) dimensions. Studied 3 and 4, wh ich extended this set of findings to Spain, yielded brand personality dimen sions common to both Spain and the United States (Sincerity, Excitement, an d Sophistication), plus nonshared Spanish (Passion) and American (Competenc e and Ruggedness) dimensions. The meaning of these brand personality dimens ions is discussed in the context of cross-cultural research on values and a ffect, globalization issues, and cultural frame shifting.