Le rôle des valeurs personnelles dans la perception de la personnalité d'une marque

Danilo C. Dantas, Sonia Capelli (), Walter M. Nique and Marianella Fornerino
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Danilo C. Dantas: 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
Sonia Capelli: 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
Walter M. Nique: 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
Marianella Fornerino: 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

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Abstract: This article seeks to understand the role of personal values in the perception of brand personality. A survey was carried out to measure personal values and the opinions of 400 consumers about the brands Nike and Sony. After validating the brand personality inventory and the RVS scales in Brazil, the authors show an influence of personal values on the perception of the brand personality as well as a mediation process through the instrumental values.

Keywords: personal values; brand personality; survey; Valeurs personnelles; personnalité de la marque; culture; enquête (search for similar items in EconPapers)
Date: 2007-05-02
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Published in International Conférence Global Management 2007, May 2007, Portugal. non spécifiée

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00176808

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