Towards a micro conception of brand personality: An application for print media brands in a French context
| Autor: | Rita Valette-Florence, Virginie de Barnier |
|---|---|
| Přispěvatelé: | Marketing, Centre d'études et de recherches appliquées à la gestion (CERAG), Centre National de la Recherche Scientifique (CNRS)-Université Pierre Mendès France - Grenoble 2 (UPMF)-Centre National de la Recherche Scientifique (CNRS)-Université Pierre Mendès France - Grenoble 2 (UPMF), (Axe de recherche : Marketing), Université Pierre Mendès France - Grenoble 2 (UPMF)-Centre National de la Recherche Scientifique (CNRS)-Université Pierre Mendès France - Grenoble 2 (UPMF)-Centre National de la Recherche Scientifique (CNRS), Université Grenoble Alpes - Institut d'Administration des Entreprises (UGA IAE), Université Grenoble Alpes [2016-2019] (UGA [2016-2019]), Centre d'Études et de Recherche en Gestion d'Aix-Marseille (CERGAM), Aix Marseille Université (AMU)-Université de Toulon (UTLN), Institut d'Administration des Entreprises (IAE) - Aix-en-Provence (AMU IAE), Aix Marseille Université (AMU) |
| Jazyk: | angličtina |
| Rok vydání: | 2013 |
| Předmět: |
An application
media_common.quotation_subject Context (language use) 0502 economics and business Personality Brand equity Marketing Macro ComputingMilieux_MISCELLANEOUS media_common conception of brand personality business.industry Field (Bourdieu) Print media 05 social sciences Advertising French context Brand management print media brands [SHS.GESTION]Humanities and Social Sciences/Business administration 050211 marketing business Psychology Towards a micro 050203 business & management |
| Zdroj: | 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⟩ |
| ISSN: | 0148-2963 |
| DOI: | 10.1016/j.jbusres.2011.12.008⟩ |
| Popis: | 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 quantitative study in the field of print media brands is performed on 780 respondents and 24 publications. The results show, firstly, the advantages of the micro approach for studying a specific sector. Secondly, the findings indicate the operational validity of the approach pursued in this research, particularly concerning the capacity of the brand personality concept to predict consumers' self-identification to the brands. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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