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Conference papers

Le rôle des valeurs personnelles dans la perception de la personnalité d'une marque

Abstract : 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.
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Conference papers
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https://halshs.archives-ouvertes.fr/halshs-00176808
Contributor : Coralie Lucatello Connect in order to contact the contributor
Submitted on : Thursday, October 4, 2007 - 3:54:49 PM
Last modification on : Tuesday, October 19, 2021 - 11:55:55 AM

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  • HAL Id : halshs-00176808, version 1

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Danilo C. Dantas, Sonia Capelli, Walter M. Nique, Marianella Fornerino. Le rôle des valeurs personnelles dans la perception de la personnalité d'une marque. International Conférence Global Management 2007, May 2007, Portugal. non spécifiée. ⟨halshs-00176808⟩

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