How well does brand personality predict brand choice ?

Laure Ambroise (1) , Jean-Marc Ferrandi (2) , Dwight Merunka (3) , Pierre Valette-Florence (4)

1 COACTIS - COnception de l'ACTIon en Situation
2 LEG - Laboratoire d'Economie et de Gestion
3 CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille
4 CERAG - Centre d'études et de recherches appliquées à la gestion

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.

Mots clés: Brand personality; Human personality; Binary regression models; Positionnement; Brand management

Domaines: Gestion et management

Laure Ambroise, Jean-Marc Ferrandi, Dwight Merunka, Pierre Valette-Florence. How well does brand personality predict brand choice ?: A measurement scale and analysis using binary regression models. Asia Pacific Advances in Consumer Research, May 2004, Seoul, South Korea. pp.30-38. ⟨halshs-00525048⟩