La personnalité des marques: une contribution réelle à leur gestion ?

Laure Ambroise ()
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Laure Ambroise: COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne

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Abstract: This article aims to show that brand personality offers a real perspective based on human characteristics transference to create, to develop and to manage brands. This anaalysis presents the context in which this new concept appeared and the theories that support this anthropomorphic approach. A new specific scale adapted to brands - the brand personality barometer - is proposed as an alternative to human personality scales applied to brands. About operational concerns, several managerial applications of this new brand management tool are developed, mainly for differenciation, postioning and communication strategies but also to understand and to forecast consumer behaviour.

Keywords: Brand personality; Relational marketing; Brand management; Positioning; Consumer behavior; Personnalité de la marque; Marketing relationnel; Gestion des marques; Positionnement; Différenciation; Comportement du consommateur (search for similar items in EconPapers)
Date: 2006-04-30
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Citations: View citations in EconPapers (4)

Published in Revue Française du Marketing, 2006, 207 (2/5), pp.25-59

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00524876

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