Advanced Search
MyIDEAS: Login to save this article or follow this journal

The Relationship between Brand- and Media Personality Characteristics


Author Info

  • H. Slabbinck
  • I. Roozen
Registered author(s):


    Brand personality has regained interest as a marketing topic since the development of the brand personality scale in 1997 by Aaker. Research, however, on personality traits of media channels as brands as such, but also as carriers of brand personalities of other brands, is still a rather untapped source. However, comparing brand with media personalities could probably reveal helpful insights to improve the current media selection algorithms which largely rely on the personalities and lifestyles of the users of the brands and media channels. The aim of this paper is to investigate the relationship between brand- and media personality characteristics. For this purpose, brands and media channels are described with the same personality characteristics so that they can be represented in the same perceptual mapping of personality characteristics.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL:
    Download Restriction: no

    Bibliographic Info

    Article provided by Katholieke Universiteit Leuven, Faculteit Economie en Bedrijfswetenschappen in its journal Review of Business and Economics.

    Volume (Year): LIII (2008)
    Issue (Month): 2 ()
    Pages: 161-170

    as in new window
    Handle: RePEc:ete:revbec:20080203

    Contact details of provider:
    Postal: Naamsestraat 69, 3000 Leuven
    Web page:
    More information through EDIRC

    Related research

    Keywords: Media channels; Personality characteristics; Brands;


    No references listed on IDEAS
    You can help add them by filling out this form.



    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.


    Access and download statistics


    When requesting a correction, please mention this item's handle: RePEc:ete:revbec:20080203. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Hilde Roos) The email address of this maintainer does not seem to be valid anymore. Please ask Hilde Roos to update the entry or send us the correct address.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.