TY - JOUR

T1 - Do Brands and Faces share the same Perceptual Space?

AU - Lange, Anne

AU - Höger, Rainer

PY - 2015

Y1 - 2015

N2 - Recent findings show that psychological mechanisms of perceiving brands are similar to those of perceiving humans. In this research it was investigated if brand perception–according to the two-dimensional model of Kervyn et al. (2012) – and face perception – according to the two-dimensional model of Oosterhof and Todorov (2008) – share the same perceptual space. Therefore faces and brands have been evaluated on both models and examined via exploratory and confirmatory factor analysis. It was shown that both brands and faces are perceived on a general evaluation dimension and a strength/power dimension and, with that, share the same two-dimensional perceptual space. Implications of these findings for advertising research and brand management are discussed.

AB - Recent findings show that psychological mechanisms of perceiving brands are similar to those of perceiving humans. In this research it was investigated if brand perception–according to the two-dimensional model of Kervyn et al. (2012) – and face perception – according to the two-dimensional model of Oosterhof and Todorov (2008) – share the same perceptual space. Therefore faces and brands have been evaluated on both models and examined via exploratory and confirmatory factor analysis. It was shown that both brands and faces are perceived on a general evaluation dimension and a strength/power dimension and, with that, share the same two-dimensional perceptual space. Implications of these findings for advertising research and brand management are discussed.

KW - Business psychology

M3 - Journal articles

VL - 5

SP - 163

EP - 176

JO - World review of business research

JF - World review of business research

SN - 1839-1176

IS - 2

ER -