HOW WELL DOES BRAND PERSONALITY PREDICT BRAND CHOICE? A MEASUREMENT SCALE AND ANALYSIS USING BINARY REGRESSION MODELS

Laure Ambroise (), Jean-Marc Ferrandi (), Dwight Merunka (), Pierre Valette-Florence () and Virginie de Barnier ()
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Jean-Marc Ferrandi: LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique

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Abstract: The research proposes a methodology allowing both the construction of a brand personality scale and the test of the ability of the scale to predict brand choice. A brand personality scale is developed and tested via exploratory and confirmatory analyses. A brand personality structure composed of 12 facets is uncovered and allows clearly differentiating brands belonging to the same market. Predictive power of the scale is then tested using binary regression models.

Keywords: trade-mark; consumer behavior (search for similar items in EconPapers)
Date: 2005
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Citations: View citations in EconPapers (3)

Published in Asia Pacific Advances in Consumer Research, 2005, pp.30-38

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00111869

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