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How well does brand personality predict brand choice ?

Author

Listed:
  • Laure Ambroise

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

  • Jean-Marc Ferrandi

    (LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique)

  • Dwight Merunka

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

  • 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 research proposes a methodology allowing both the construction of a brand personality scale and the test of the ability of the scale to predict brand choice. A brand personality scale is developed and tested via exploratory and confirmatory analyses. A brand personality structure composed of 12 facets is uncovered and allows clearly differentiating brands belonging to the same market. Predictive power of the scale is then tested using binary regression models.

Suggested Citation

  • Laure Ambroise & Jean-Marc Ferrandi & Dwight Merunka & Pierre Valette-Florence, 2004. "How well does brand personality predict brand choice ?," Post-Print halshs-00525048, HAL.
    • Handle: RePEc:hal:journl:halshs-00525048
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00525048
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    References listed on IDEAS

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    1. Kleine, Susan Schultz & Kleine, Robert E, III & Allen, Chris T, 1995. "How Is a Possession "Me" or "Not Me"? Characterizing Types and an Antecedent of Material Possession Attachment," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(3), pages 327-343, December.
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    2. Jijo George & Victor Anandkumar, 2018. "Dimensions of Product Brand Personality," Vision, , vol. 22(4), pages 377-386, December.

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