Le rôle des valeurs personnelles dans la perception de la personnalité d'une marque
Résumé
This article seeks to understand the role of personal values in the perception of brand personality. A survey was carried out to measure personal values and the opinions of 400 consumers about the brands Nike and Sony. After validating the brand personality inventory and the RVS scales in Brazil, the authors show an influence of personal values on the perception of the brand personality as well as a mediation process through the instrumental values.