33 research outputs found
Towards a micro conception of brand personality: An application for print media brands in a French context
Get PDFKeywords: Print media brands Brand personality Micro vs. macro approaches Brand identification 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 between macro and micro approaches of brand personality. Then a quantitative study in the field of print media brands is performed on 780 respondents and 24 publications. The results show, firstly, the advantages of the micro approach for studying a specific sector. Secondly, the findings indicate the operational validity of the approach pursued in this research, particularly concerning the capacity of the brand personality concept to predict consumers' self-identification to the brands
Affective Meaning Transfer between Brands and Print Media Brands in a French Setting: The role of Emotions, Attachment and Affective Commitment
No full textInternational audienc
A new affinity measure based on the personality of brands and newspapers/magazine brands: a French Perspective
No full textCAHIER DE RECHERCHES n° 2012-06 E3The targets of advertising have been traditionally defined through socio-demographic criteria such as age, gender and social class. These criteria serve as a means primarily for reaching a brand's existing or potential customers as effectively as possible....
Affective Meaning Transfer between Brands and Print Media Brands in a French Setting: The role of Emotions, Attachment and Affective Commitment
No full textInternational audienc
a new affinity measure based on the personality of brands and newspaper/magazine brands: a French perspective
No full textAffective Meaning Transfer between Brands and Print Media Brands in a French Setting: The role of Emotions, Attachment and Affective Commitment
No full textInternational audienc
