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

Rita Valette-Florence and Virginie De Barnier

Journal of Business Research, 2013, vol. 66, issue 7, 897-903

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: Print media brands; Brand personality; Micro vs. macro approaches; Brand identification (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:66:y:2013:i:7:p:897-903

DOI: 10.1016/j.jbusres.2011.12.008

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