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Towards a micro conception of brand personality: An application for print media brands in a French context

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  • Valette-Florence, Rita
  • De Barnier, Virginie

Abstract

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.

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  • Valette-Florence, Rita & De Barnier, Virginie, 2013. "Towards a micro conception of brand personality: An application for print media brands in a French context," Journal of Business Research, Elsevier, vol. 66(7), pages 897-903.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:7:p:897-903
    DOI: 10.1016/j.jbusres.2011.12.008
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    References listed on IDEAS

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    1. Jean-Noël Kapferer & Audrey Azoulay, 2003. "Do brand personality scales really measure brand personality?," Post-Print hal-00781544, HAL.
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    5. Rita Valette-Florence & Virginie de Barnier, 2009. "Les lecteurs sont-ils capables d'anthropomorphiser leur magazine ?," Post-Print hal-01830213, HAL.
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    Cited by:

    1. Rauschnabel, Philipp A. & Krey, Nina & Babin, Barry J. & Ivens, Bjoern S., 2016. "Brand management in higher education: The University Brand Personality Scale," Journal of Business Research, Elsevier, vol. 69(8), pages 3077-3086.
    2. Coderre, François & Sirieix, Lucie & Valette-Florence, Pierre, 2022. "The facets of consumer-based food label equity: Measurement, structure and managerial relevance," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    3. Xu, Zhiwei & Zhang, Miao & Zhang, Pengfei & Luo, Jiawen & Tu, Mengting & Lai, Yuanhang, 2023. "The neurophysiological mechanisms underlying brand personality consumer attraction: EEG and GSR evidence," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    4. Mitchell, Vincent Wayne & Balabanis, George, 2021. "The role of brand strength, type, image and product-category fit in retail brand collaborations," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).

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