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A new affinity measure based on the personality of brands and newspapers/magazine brands: a French Perspective

Author

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  • 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)

  • Rita 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 targets of advertising have been traditionally defined through socio-demographic criteria such as age, gender and social class. These criteria serve as a means primarily for reaching a brand's existing or potential customers as effectively as possible.....

Suggested Citation

  • Pierre Valette-Florence & Rita Valette-Florence, 2012. "A new affinity measure based on the personality of brands and newspapers/magazine brands: a French Perspective," Post-Print halshs-00849796, HAL.
    • Handle: RePEc:hal:journl:halshs-00849796
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00849796
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    References listed on IDEAS

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    1. Geuens, Maggie & Weijters, Bert & De Wulf, Kristof, 2009. "A new measure of brand personality," International Journal of Research in Marketing, Elsevier, vol. 26(2), pages 97-107.
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    3. Milas, Goran & Mlacic, Boris, 2007. "Brand personality and human personality: Findings from ratings of familiar Croatian brands," Journal of Business Research, Elsevier, vol. 60(6), pages 620-626, June.
    4. Rita Valette-Florence & Virginie de Barnier, 2011. "Do Print Media Brands Exhibit Specific Personality Traits? A Micro Perspective in a French Setting," Post-Print hal-02107969, HAL.
    5. Sirgy, M Joseph, 1982. "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 287-300, December.
    6. Usakli, Ahmet & Baloglu, Seyhmus, 2011. "Brand personality of tourist destinations: An application of self-congruity theory," Tourism Management, Elsevier, vol. 32(1), pages 114-127.
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