TITLE

A Brand as a Character, A Partner and a Person: Three Perspectives on the Question of Brand Personality

AUTHOR(S)
Aaker, Jennifer; Fournier, Susan
PUB. DATE
January 1995
SOURCE
Advances in Consumer Research;1995, Vol. 22 Issue 1, p391
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article discusses issues in advertising relating to brand personality, or a set of human characteristics associated with a specific brand, particularly noting the need for increased understanding of and research into brand personality in marketing. It addresses issues of a formalized definition, how best to measure brand personality, and the benefits of personality for brand marketing. It explores the meaning of personality in brands for the consumer and the acts of personification of brands by consumers.
ACCESSION #
9307155710

 

Related Articles

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics