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- Title
The Proust Questionnaire as tool of studying the brand personality: an exploratory approach.
- Authors
Vegheş, Călin; Popescu, Ioana Cecilia
- Abstract
The theoretical approaches regarding the brand personality begin with the definition given to the concept of personality by the nowadays psychologists and stress the relationship between the brand personality and human personality in connection with the personality of the consumers. Taking into consideration the effect of transferring the dominant characteristics of the brand toward its owner, already observed by Fennis and Pruyn (2007), the paper proposes and explores the employment of the Proust Questionnaire as a possible tool for studying consumer personality and brand personality.
- Subjects
PERSONALITY &; situation; SOCIAL interaction; IMPRESSION management; BRAND personification; PHILOSOPHY of psychology
- Publication
Romanian Journal of Marketing, 2016, Issue 2, p77
- ISSN
1842-2454
- Publication type
Article