Métaphore de la personnalité de la marque et stabilité inter-produits d'un baromètre spécifique

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

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Abstract: The field of research dedicated to brand personality is largely debated on a conceptual and methodological level : theoretical foundations and ontological legitimacy are frequently questioned while measurement scales are often rejected as being mere transpositions of Human personality inventories. In addition, some researchers wonder about the relevance of the concept of personality beyond the product itself. Based on these criticisms, this article aims at questioning the relevance of the personality concept for marketing and at discussing its foundations. To answer the problem of the influence of the products' category on brand personality, the authors propose an inventory specific to brands studies and test it on 14 categories of products and services. The results allow confirming the interest of the proposed scale on an operational plan, in particular thanks to its structure stability through the categories of products.

Keywords: brand personality; brand management; consumption behavior; PLS approach; personnalité de la marque; gestion des marques; comportement de consommation; approche PLS (search for similar items in EconPapers)
Date: 2010-06
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Citations: View citations in EconPapers (3)

Published in Recherche et Applications en Marketing (French Edition), 2010, 25 (2), pp.3-29

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00524877

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