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Physicians’ Brand Personality: Building Brand Personality Scale
Services Marketing Quarterly, 2021Both healthcare industry marketers and physicians have been paying more attention to the growth and potential competition in the healthcare market.
Reza Shafiee +2 more
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Journal of Marketing Management, 2011
Abstract Brand communities have received considerable and warranted attention from marketing researchers and practitioners. Brand communities can be important sources of information for both the firm and other customers, and they play an important role in building and maintaining strong brands.
Kurt Matzler +3 more
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Abstract Brand communities have received considerable and warranted attention from marketing researchers and practitioners. Brand communities can be important sources of information for both the firm and other customers, and they play an important role in building and maintaining strong brands.
Kurt Matzler +3 more
openaire +1 more source
A lovable personality: The effect of brand personality on brand love
Journal of Brand Management, 2016This study proposes and empirically tests the impact of two dimensions of brand personality (excitement and sincerity) on brand love and, subsequently, on store brand loyalty and +WOM in the context of online retailers. The data were collected from 500 respondents to test the proposed model using structural equation modeling (SEM).
Roy, Pinaki +2 more
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Brand Personality and the Utilitarian Brand
2015More than 30 studies have explored the effects of brand personality on attitudes towards a brand. However, no studies have explored the influence of brand personality on evaluations of utilitarian brand benefits. Based on an analysis of thirty-seven brands, many of them utilitarian in nature, Aaker (1997) identified the brand personality dimensions ...
Adrian Peretz, Magne Supphellen
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Do brand personality scales really measure brand personality?
Journal of Brand Management, 2003Since 1997, literature and research on the concept of brand personality have been flourishing, and specific scales have gone into widespread use in academic circles, unchallenged on their validity. Brand personality is certainly a key facet of a brand identity.
Kapferer, Jean-Noël, Azoulay, Audrey
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Express Brand Personality As Personal Branding
European Proceedings of Social and Behavioural Sciences, 2021openaire +1 more source
THE EFFECT OF CONSUMER PERSONALITY IN BRAND PREFERENCE ON BRAND PERSONALITY PERCEPTION
2021Objective: To determine whether consumer personality has an effect on brand personality perception in the brand preferences of students studying at Inonu University. In addition, it was tried to determine whether brand personality and consumer personality perception differ depending on demographic characteristics.
ARSLAN, Kübra +2 more
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Personal brand equity: Scale development and validation
Personnel Psychology, 2021Sergey Gorbatov +2 more
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