6533b82dfe1ef96bd1291116
RESEARCH PRODUCT
HOW WELL DOES BRAND PERSONALITY PREDICT BRAND CHOICE? A MEASUREMENT SCALE AND ANALYSIS USING BINARY REGRESSION MODELS
Laure Ambroise Jean-marc Ferrandi Dwight Merunka Pierre Valette-florence Virginie De Barniersubject
[ SHS.ECO ] Humanities and Social Sciences/Economies and financesconsumer behaviortrade-mark[SHS.ECO] Humanities and Social Sciences/Economics and Finance[SHS.ECO]Humanities and Social Sciences/Economics and Financedescription
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.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2005-01-01 |