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Wie man Persönlichkeitsmodelle gestaltet

In: Brand Gender als Markenpersönlichkeit

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  • Theo Lieven

    (Universität St. Gallen)

Abstract

Zusammenfassung Seit mehreren Jahrzehnten beschäftigt sich die Marketingliteratur mit der Zuordnung menschlicher Persönlichkeitsmerkmale zu Marken. Hinter diesem Ansatz steht die Theorie des Animismus (Gilmore 1919, Harvey 2005), in der an sich unbeseelte Objekte durch Attribute charakterisiert werden, die typischerweise mit Menschen assoziiert werden. Die Assoziation menschlicher Persönlichkeitsmerkmale lässt Verbraucher Marken als ihre Partner oder Freunde empfinden (Fournier 1998, Fournier 2005).

Suggested Citation

  • Theo Lieven, 2023. "Wie man Persönlichkeitsmodelle gestaltet," Springer Books, in: Brand Gender als Markenpersönlichkeit, chapter 0, pages 257-290, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-33126-8_12
    DOI: 10.1007/978-3-031-33126-8_12
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