Towards a micro conception of brand personality: An application for print media brands in a French context

Autor: Rita Valette-Florence, Virginie de Barnier

Publikováno v: Journal of Business Research
Journal of Business Research, Elsevier, 2013, Vol. 66, (n°7,), p. 897-903
Journal of Business Research, 2013, 66 (7), pp.897-903. ⟨10.1016/j.jbusres.2011.12.008⟩
Journal of Business Research, Elsevier, 2013, 66 (7), pp.897-903. ⟨10.1016/j.jbusres.2011.12.008⟩

This paper reviews within the marketing field the concept of brand personality, its different available measures and its main limitations. Hence, the study proposes to make a distinction between macro and micro approaches of brand personality. Then a

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::8a6de71e3fb7bbe386bc978a78182ccc
https://halshs.archives-ouvertes.fr/halshs-00783879