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Got to Get You into My Life: Do Brand Personalities Rub Off on Consumers?

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  • Ji Kyung Park
  • Deborah Roedder John
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    Abstract

    When consumers use brands with appealing personalities, does the brand's personality "rub off" on them? The answer is yes, but only for consumers who hold certain beliefs about their personality. Entity theorists perceive themselves to be better looking, more feminine, and more glamorous after using a Victoria's Secret shopping bag (study 1) and more intelligent, more of a leader, and harder working after using an MIT pen (study 2); incremental theorists are unaffected. In two subsequent studies, we find that entity theorists use brands with appealing personalities to signal their positive qualities, thereby enhancing self-perceptions in line with the brand's personality. These findings implicate implicit self-theories as a key factor in understanding how brand experiences affect consumers. (c) 2010 by JOURNAL OF CONSUMER RESEARCH, Inc..

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 37 (2010)
    Issue (Month): 4 (December)
    Pages: 655-669

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    Handle: RePEc:ucp:jconrs:v:37:y:2010:i:4:p:655-669

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. André Luiz Maranhão de Souza Leão & Thiago Ianatoni Camargo & Rodrigo César Tavares Cavalcanti, 2013. "Like a wave on the ocean: the fluid personality of the movimento brand," Brazilian Business Review, Fucape Business School, vol. 10(3), pages 34-52, July.
    2. Mazodier, Marc & Merunka, Dwight, 2014. "Beyond brand attitude: Individual drivers of purchase for symbolic cobranded products," Journal of Business Research, Elsevier, vol. 67(7), pages 1552-1558.
    3. Megehee, Carol M. & Spake, Deborah F., 2012. "Consumer enactments of archetypes using luxury brands," Journal of Business Research, Elsevier, vol. 65(10), pages 1434-1442.

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