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Dimensions of Brand Personality
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Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the “Big Five” dimensions, and explore the meaning of each dimension,... as mentioned in this paperAbstract:
Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the “Big Five” dimensions, and explore the meaning of each dimension,...read more
Citations
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Consumers and their brands : developing relationship theory in consumer research
TL;DR: In this paper, the authors argue for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumerbrand bonds.
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Consumer-Company Identification: A Framework for Understanding Consumers¿ Relationships with Companies
C. B. Bhattacharya,Sankar Sen +1 more
TL;DR: In this article, the authors try to determine why and under what conditions consumers enter into strong, committed, and meaningful relationships with certain companies, becoming champions of these companies and their products.
Posted Content
Brand Experience: What is it? How is it Measured? Does it Affect Loyalty?
TL;DR: Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments.
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Building brand community
TL;DR: In this article, the authors explore the relationship between the customer and the brand, between the customers and the firm, between consumers and the product, and among the customers' friends.
Journal ArticleDOI
Developing and validating a multidimensional consumer-based brand equity scale
Boonghee Yoo,Naveen Donthu +1 more
TL;DR: In this article, the authors report the results of a multistep study to develop and validate a multidimensional consumer-based brand equity scale (MBE) drawn from Aaker's and Keller's conceptualizations of brand equity.
References
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Book
Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research
Martin Fishbein,Icek Ajzen +1 more
Journal ArticleDOI
Comparative fit indexes in structural models
TL;DR: A new coefficient is proposed to summarize the relative reduction in the noncentrality parameters of two nested models and two estimators of the coefficient yield new normed (CFI) and nonnormed (FI) fit indexes.
Journal ArticleDOI
Culture and the self: Implications for cognition, emotion, and motivation.
TL;DR: Theories of the self from both psychology and anthropology are integrated to define in detail the difference between a construal of self as independent and a construpal of the Self as interdependent as discussed by the authors, and these divergent construals should have specific consequences for cognition, emotion, and motivation.
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A Paradigm for Developing Better Measures of Marketing Constructs
TL;DR: A critical element in the evolution of a fundamental body of knowledge in marketing, as well as for improved marketing practice, is the development of better measures of the variables with which marketers deal with marketing as discussed by the authors.
Journal ArticleDOI
Conceptualizing, measuring, and managing customer-based brand equity
TL;DR: In this article, a conceptual model of brand equity from the perspective of the individual consumer is presented, which is defined as the differential effect of brand knowledge on consumers' perceptions of the brand.