... duration) between-subjects design. Three brand personality dimensions (excitement, sophistication and ruggedness) were included in the model as replicates, and effectiveness was measured using six dependent measures. Findings High self-brand congruity resulted in significantly greater attention...

...Mozard Mohtar; John M. Rudd; Heiner Evanschitzky Purpose This paper aims to investigate the variations in brand personality trait items to describe both global and local brands in Malaysia. Design/methodology/approach The authors adopted both factor analytic and experimental methods...

... influence the perception of brands from the immigrants’ home country – which immigrants often use as a cultural anchor. Design/methodology/approach Using Aaker’s (1997) brand personality scale as a measure of brand image, the authors gather data from Mexico City and the Dallas/Fort Worth metropolitan...

...William D. Diamond Purpose This paper aims to examine preferences for different smoking cessation tools, investigates smokers’ perceptions of these tools by examining their brand personalities and determines whether these perceptions predict intentions to use particular cessation tools. Design...

... is that high brand personality fit causes consumers to like the brand extension more because, like the parent brand, consumers can use the brand extension to maintain and project a desirable self-identity. This relationship is obscured because consumers process brand personality fit as part of the overall...

...Erica Leonard; Lea Prevel Katsanis Purpose – The aim of this paper is to describe the development and validation of a two-dimensional scale measuring prescription drug brand personality as identified by consumers. Design/methodology/approach – A total of 483 US respondents rated a subset...