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Métaphore de la personnalité de la marque et stabilité inter-produits d'un baromètre spécifique

Author

Listed:
  • Laure Ambroise

    (COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne)

  • Pierre Valette-Florence

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique)

Abstract

The field of research dedicated to brand personality is largely debated on a conceptual and methodological level : theoretical foundations and ontological legitimacy are frequently questioned while measurement scales are often rejected as being mere transpositions of Human personality inventories. In addition, some researchers wonder about the relevance of the concept of personality beyond the product itself. Based on these criticisms, this article aims at questioning the relevance of the personality concept for marketing and at discussing its foundations. To answer the problem of the influence of the products' category on brand personality, the authors propose an inventory specific to brands studies and test it on 14 categories of products and services. The results allow confirming the interest of the proposed scale on an operational plan, in particular thanks to its structure stability through the categories of products.

Suggested Citation

  • Laure Ambroise & Pierre Valette-Florence, 2010. "Métaphore de la personnalité de la marque et stabilité inter-produits d'un baromètre spécifique," Post-Print halshs-00524877, HAL.
    • Handle: RePEc:hal:journl:halshs-00524877
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    Citations

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    Cited by:

    1. Jérôme Lacoeuilhe & Selima Ben Mrad & Samy Belaïd & Maria Petrescu, 2017. "Are brand benefits perceived differently in less developed economies ? A scale development and validation," Post-Print hal-01672929, HAL.
    2. Jérôme Lacoeuilhe & Selima Ben & Hager Turki & Samy Belaïd, 2017. "Are consumers leaning towards hedonic, symbolic or functional attributes ? Brand benefits scale development and validation in emerging markets: case of Tunisia [Des consommateurs hédonistes, symbol," Post-Print hal-01768093, HAL.
    3. Samy Belaid & Selima Ben Mrad & Jérôme Lacoeuilhe & Maria Petrescu, 2017. "Are brand benefits perceived differently in less developed economies? A scale development and validation," Journal of Marketing Analytics, Palgrave Macmillan, vol. 5(3), pages 111-120, December.

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