학술논문
IJMR Young Research Writer award 2012.
Document Type
Article
Author
Source
Subject
*Marketing research
*Brand image
*Product management
*Consumer behavior
*Brand choice
*Empirical research
Personality assessment
Psychology
Awards
Self-congruence
Self-consciousness (Awareness)
Cross-cultural differences
Psychological tests
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*
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Language
ISSN
1470-7853
Abstract
The article presents the winning entry in the 2012 "International Journal of Market Research" Young Research Writer award competition, "‘Mirror, mirror on the wall, which brand is like me most of all?’ Integrating consumers into brand personality measurement." The paper is an empirical analysis of the influence of brand personality in consumer purchasing behavior, focusing on the question of whether consumers choose brands with personality traits similar to their own. Topics include consumer self–brand congruency, personality assessment scales and measurements, and cross-cultural influences.