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La personnalité des marques : une contribution réelle à leur gestion ?

Author

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  • Laure Ambroise

    (COACTIS - COnception de l'ACTIon en Situation - UL2 - Université Lumière - Lyon 2 - UJM - Université Jean Monnet - Saint-Étienne)

Abstract

This article aims to show that brand personality offers a real perspective based on human characteristics transference to create, to develop and to manage brands. This anaalysis presents the context in which this new concept appeared and the theories that support this anthropomorphic approach. A new specific scale adapted to brands - the brand personality barometer - is proposed as an alternative to human personality scales applied to brands. About operational concerns, several managerial applications of this new brand management tool are developed, mainly for differenciation, postioning and communication strategies but also to understand and to forecast consumer behaviour.

Suggested Citation

  • Laure Ambroise, 2006. "La personnalité des marques : une contribution réelle à leur gestion ?," Post-Print halshs-00524876, HAL.
    • Handle: RePEc:hal:journl:halshs-00524876
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    Cited by:

    1. Donvito, Raffaele & Aiello, Gaetano & Grazzini, Laura & Godey, Bruno & Pederzoli, Daniele & Wiedmann, Klaus-Peter & Halliburton, Chris & Chan, Priscilla & Tsuchiya, Junji & Skorobogatykh, Irina Ivanov, 2020. "Does personality congruence explain luxury brand attachment? The results of an international research study," Journal of Business Research, Elsevier, vol. 120(C), pages 462-472.
    2. Luc Marco & Valentin Ngadi Essamè, 2016. "DEFINITION AND STRUCTURE OF PERSONALITY'S DESIGN: First results on a public Italian students deal with foreign products [ESSAI DE DEFINITION ET DE STRUCTURE DE LA PERSONNALITE DU DESIGN : premiers ," Working Papers hal-01265707, HAL.
    3. Lombart, Cindy & Louis, Didier, 2012. "Consumer satisfaction and loyalty: Two main consequences of retailer personality," Journal of Retailing and Consumer Services, Elsevier, vol. 19(6), pages 644-652.
    4. Luc Marco & Valentin Ngadi Essamè, 2016. "DEFINITION AND STRUCTURE OF PERSONALITY'S DESIGN: First results on a public Italian students deal with foreign products [ESSAI DE DEFINITION ET DE STRUCTURE DE LA PERSONNALITE DU DESIGN : premiers ," CEPN Working Papers hal-01265707, HAL.

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