How Personality Makes a Difference
2000; Advertising Research Foundation; Volume: 40; Issue: 6 Linguagem: Inglês
10.2501/jar-40-6-79-83
ISSN1740-1909
Autores Tópico(s)Consumer Behavior in Brand Consumption and Identification
ResumoABSTRACT This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1984, Plummer develops the theory that it is the brand personality (the part of a brand image that is not purely physical or functional) that determines its appeal - and that measuring and adjusting consumer perceptions of brand personality can really make a difference. He uses Dr Pepper as a case study.
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