As part of his doctoral degree, Re-An developed and validated a symbolic-product-brand-personality-trait (SPBP-trait) scale comprising of a four-factor structure. This structure included: responsibility, glamorousness, outgoingness and enthusiasm. The value of this empirically-validated scale is that it may be used to measure and better understand consumers’ perceptions of the brand personality of symbolic product brands. This understanding will also aid marketers in developing relevant and targeted marketing strategies. Ultimately the study contributes to the limited literature currently available regarding symbolic product brand personality, both in South Africa and globally.
More about the expert
A PhD in marketing management was conferred upon Re-An during the recent Autumn Graduation Ceremony of the NWU’s campus in Vanderbijlpark.
Re-An was born on 21 August 1986 in Frankfort, and was raised on a farm in the Free State. He matriculated at Afrikaans Hoërskool in 2004, and enrolled for a BCom degree in international trade and marketing (2005) at the NWU.
In 2008 he became a teacher and, during that year, completed his Postgraduate Certificate in Education. Re-An completed his BCom Hons in business management with distinction in 2009 and was appointed as a junior lecturer at the campus the following year. He completed his MCom in marketing management with distinction in 2011 and the title of his dissertation was: Influence of colour in the consumer behaviour of Generation Y students in the Vanderbijlpark. During this time Re-An was announced the best Master’s student in Natural Sciences and Technology at the campus.
Apart from being an outstanding researcher, Re-An also has a passion for teaching and learning and as such has received the Institutional Teaching Excellence Award in 2013.
* Re-An is an internationally published researcher and conference presenter in the field of marketing and branding.
Dr Re-An Müller
