This paper reviews within the marketing field the concept of brand personality, its different
available measures and its main limitations. Hence, the study proposes to make a distinction …

Since 1997, literature and research on the concept of brand personality have been
flourishing, and specific scales have gone into widespread use in academic circles …

Purpose Aaker's brand personality scale (BPS) published in 1997 has revived hitherto
sluggish interest in brand personality research. With time, the BPS, most cited work in brand …

The purpose of this research is to offer a model that incorporates both direct and indirect
effects of brand's perceived personality on three major relational consequences of this …

Purpose–The purpose of this paper is to analyze the effects of brand personality dimensions
on purchase intention. Furthermore, the brand personality dimensions are compared to …

In recent years, marketing research has paid considerable attention to the symbolic meaning
consumers attribute to brands. One important symbolic brand association is brand …

Purpose–This paper aims to develop a model that will include self‐image congruence,
attitudes, satisfaction and explain their role on behavioural intentions. Design/methodology …

This article investigates the impact of retailer personality on consumers' satisfaction with and
loyalty to the retailer, measured through attitude and future behavioral intentions. Data were …

Cet ouvrage a pour objectif d'exposer les principaux concepts permettant de décrire et de
comprendre le comportement des consommateurs, afin de prendre les meilleures décisions …

Konsumgütermärkte sind in vielen Branchen durch eine weitgehende Austauschbarkeit
konkreter, funktionaler Leistungsmerkmale gekennzeichnet. Da …