How well does brand personality predict brand choice ?

Laure Ambroise (), Jean-Marc Ferrandi (), Dwight Merunka () 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
Jean-Marc Ferrandi: LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique
Dwight Merunka: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon
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 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: Brand personality; Human personality; Binary regression models; Positionnement; Brand management (search for similar items in EconPapers)
Date: 2004-05
Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00525048v1
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Citations: View citations in EconPapers (2)

Published in Asia Pacific Advances in Consumer Research, May 2004, Seoul, South Korea. pp.30-38

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00525048

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