Abstract
The Relationship Between Brand Personality and Self Construal
Advances in consumer research, Vol.39, pp.829-831
01/01/2011
Abstract
This paper examines the sincere and exciting dimensions of brand personality and individual differences which prior work on consumer-brand relationship has overlooked. The aim of this research is to provide insight in the previously stated question about consumer-brand relationships. The major question is how individual difference affects consumer-brand relationships by attaching to different kinds of brand personalities. This research examines the extent to which Aaker's (1997) structure of personality attributes is associated with individual difference (either independent or interdependent individual).
Details
- Title: Subtitle
- The Relationship Between Brand Personality and Self Construal
- Creators
- Jenny JiaoIrwin Levin
- Resource Type
- Abstract
- Publication Details
- Advances in consumer research, Vol.39, pp.829-831
- ISSN
- 0098-9258
- Publisher
- Association for Consumer Research
- Language
- English
- Date published
- 01/01/2011
- Academic Unit
- Marketing; Psychological and Brain Sciences
- Record Identifier
- 9984963083802771
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