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L'échelle de personnalité de la marque de Jennifer Aaker : Adaptation au contexte français

Author

Listed:
  • Marie-Noëlle Koebel

    (ESC Reims)

  • Richard Ladwein

    (IAE Lille - IAE Lille University School of Management - Lille - Université de Lille)

Abstract

Cet article a pour objectif d'approfondir le concept de personnalité de la marque et de présenter une adaptation au contexte français de l'échelle américaine de personnalité de la marque, mise au point par Jennifer Aaker. Si l'échelle de personnalité de la marque obtenue pour le marché français présente un certain nombre de caractéristiques communes avec l'échelle initiale, elle enregistre toutefois certaines différences. Cette adaptation présente davantage de cohérence avec les apports des théoriciens de la personnalité, les dimensions mises en évidence dans l'échelle adaptée étant fortement convergentes avec les inventaires de personnalité existants.

Suggested Citation

  • Marie-Noëlle Koebel & Richard Ladwein, 1999. "L'échelle de personnalité de la marque de Jennifer Aaker : Adaptation au contexte français," Post-Print halshs-02925794, HAL.
    • Handle: RePEc:hal:journl:halshs-02925794
    DOI: 10.7193/DM.016.81.88
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    Cited by:

    1. Dawid Gajda, 2020. "Polish Young Consumers’ AttitudesTowards Mobile Phone Brands," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 2(11), pages 4-15.
    2. Abhishek Kumar & R. Venkatesh Kumar, 2015. "A Curious Case of Business-media Brand Personality Scale," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 40(1-2), pages 95-108, February.

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