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Les atouts et les pièges de la personnalité de marque

Author

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  • Eric Vernette

    (IAE - Institut d'Administration des Entreprises - Toulouse)

Abstract

Si la construction d'une personnalité de marque présente un intérêt managérial indéniable, de nombreux pièges existent. Tout d'abord, les recherches montrent que seul un petit nombre de traits de la personnalité humaine peuvent être valablement transférés sur des marques (amabilité et neurotisme). Par ailleurs, le consommateur tend à privilégier des marques qui sont conformes à sa personnalité. Cependant, cette congruence n'est pas systématique : elle dépend notamment des dimension de l'image de soi et de la catégorie de produits.

Suggested Citation

  • Eric Vernette, 2008. "Les atouts et les pièges de la personnalité de marque," Post-Print halshs-02914410, HAL.
    • Handle: RePEc:hal:journl:halshs-02914410
    DOI: 10.7193/DM.049.19.31
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    Cited by:

    1. Donvito, Raffaele & Aiello, Gaetano & Grazzini, Laura & Godey, Bruno & Pederzoli, Daniele & Wiedmann, Klaus-Peter & Halliburton, Chris & Chan, Priscilla & Tsuchiya, Junji & Skorobogatykh, Irina Ivanov, 2020. "Does personality congruence explain luxury brand attachment? The results of an international research study," Journal of Business Research, Elsevier, vol. 120(C), pages 462-472.
    2. Fidan Kurtaliqi & Caroline Lancelot Miltgen & Gaelle Pantin-Sohier, 2019. "The perceived value of mobile apps that assist in-store purchasing: A hybrid cost-benefit approach [Valeur perçue des applications mobiles d’aide à l’achat en magasin : une approche hybride par les," Post-Print hal-03556282, HAL.

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