You don’t get a second chance at a First Impression! - Assessing the impact of TV-spots on perceived Brand Personality Daniel Heinrich*, University of Mannheim

Due to sheer volume of advertising stimuli and increasingly sophisticated consumer demands it’s not sufficient enough for marketers to build up a unique image of their brand. Even more they have to create a character behind their brand – a brand personality. Although the concept of brand personality is quite popular for existing brands across cultures the aim of this study is to address the research gap creating a brand personality for a generally unknown brand by using emotional TV-spots of Carlton Draught and Steinlager. The results of our empirical study highlight that TV-spots are appropriate to create different brand personalities. Furthermore our data reveal cross-cultural differences concerning the impact of the TV-spots amongst participants in Germany and Spain.