Towards a micro conception of brand personality: An application for print media brands in a French context

Rita Valette-Florence () and Virginie de Barnier ()
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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, UGA IAE - Université Grenoble Alpes - Institut d'Administration des Entreprises - UGA [2016-2019] - Université Grenoble Alpes [2016-2019]
Virginie de Barnier: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Abstract: This paper reviews within the marketing field the concept of brand personality, its different available measures and its main limitations. Hence, the study proposes to make a distinction between macro and micro approaches of brand personality. Then a quantitative study in the field of print media brands is performed on 780 respondents and 24 publications. The results show, firstly, the advantages of the micro approach for studying a specific sector. Secondly, the findings indicate the operational validity of the approach pursued in this research, particularly concerning the capacity of the brand personality concept to predict consumers' self-identification to the brands.

Keywords: Towards a micro; conception of brand personality; An application; print media brands; French context (search for similar items in EconPapers)
Date: 2013-07
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Citations: View citations in EconPapers (5)

Published in Journal of Business Research, 2013, Scientific Advancements in Consumer-Retailer Relationships, 66 (7), pp.897-903. ⟨10.1016/j.jbusres.2011.12.008⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01830276

DOI: 10.1016/j.jbusres.2011.12.008

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