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Métaphore de la personnalité de la marque et stabilité inter-produits d'un baromètre spécifique

Abstract : The field of research dedicated to brand personality is largely debated on a conceptual and methodological level : theoretical foundations and ontological legitimacy are frequently questioned while measurement scales are often rejected as being mere transpositions of Human personality inventories. In addition, some researchers wonder about the relevance of the concept of personality beyond the product itself. Based on these criticisms, this article aims at questioning the relevance of the personality concept for marketing and at discussing its foundations. To answer the problem of the influence of the products' category on brand personality, the authors propose an inventory specific to brands studies and test it on 14 categories of products and services. The results allow confirming the interest of the proposed scale on an operational plan, in particular thanks to its structure stability through the categories of products.
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https://halshs.archives-ouvertes.fr/halshs-00524877
Contributor : Laure Ambroise Connect in order to contact the contributor
Submitted on : Saturday, October 9, 2010 - 9:36:42 AM
Last modification on : Thursday, January 6, 2022 - 9:16:02 AM

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  • HAL Id : halshs-00524877, version 1

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Laure Ambroise, Pierre Valette-Florence. Métaphore de la personnalité de la marque et stabilité inter-produits d'un baromètre spécifique. Recherche et Applications en Marketing (French Edition), SAGE Publications, 2010, 25 (2), pp.3-29. ⟨halshs-00524877⟩

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