Are Consumer and Brand Personalities the Same?

ABSTRACT Current discussions of brand personality refer to a personified brand image, that is, a brand image that can possess any attributes of consumers, rather than brand personality. From a conceptual and methodological critique of the literature, this paper applies the definition of personality...

Full description

Saved in:
Bibliographic details
Volume: 29
Main Author: Huang, Hazel H
Mitchell, Vincent-Wayne
Rosenaum-Elliott, Richard
Format: Journal Article
Language: English
Zielgruppe: Academic
Place of publication: HOBOKEN Blackwell Publishing Ltd 01.05.2012
Wiley Subscription Services, Inc
Wiley Periodicals Inc
published in: Psychology & marketing Vol. 29; no. 5; pp. 334 - 349
ORCID: 0000-0001-8042-1478
Data of publication: 2012-05
ISSN: 0742-6046
EISSN: 1520-6793
Discipline: Psychology
Online Access: available in Bonn?
Database: Istex
Web of Knowledge
Social Sciences Citation Index
Web of Science
Web of Science - Social Sciences Citation Index - 2012
Academic OneFile (A&I only)
ProQuest One Business
ProQuest One Business (Alumni)
OpenAIRE (Open Access)
Database information Databases - DBIS