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How Well Does Brand Personality Predict Brand Choice? A Measurement Scale And Analysis Using Binary Regression Models

Author

Listed:
  • Laure Ambroise
  • Jean-Marc Ferrandi

    (LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique)

  • Dwight Merunka
  • Pierre Valette-Florence
  • Virginie de Barnier

Abstract

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.

Suggested Citation

  • Laure Ambroise & Jean-Marc Ferrandi & Dwight Merunka & Pierre Valette-Florence & Virginie de Barnier, 2005. "How Well Does Brand Personality Predict Brand Choice? A Measurement Scale And Analysis Using Binary Regression Models," Post-Print halshs-00111869, HAL.
    • Handle: RePEc:hal:journl:halshs-00111869
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    Cited by:

    1. Vytautas Dikcius & Eleonora Seimiene & Ramunas Casas, 2018. "Brand Personality Scale: Is It Applicable For A Small Emerging Country?," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 9(2).
    2. Anant Jyoti Badgaiyan & Saumya Dixit & Anshul Verma, 2017. "If brands are people, then people are impulsive—assessing the connection between brand personality and impulsive buying behaviour," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 622-638, November.
    3. Jijo George & Victor Anandkumar, 2018. "Dimensions of Product Brand Personality," Vision, , vol. 22(4), pages 377-386, December.

    More about this item

    Keywords

    trade-mark; consumer behavior;

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