A New Approach to Measure Perceived Brand Personality Associations Among Consumers

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This article proposes a technique to measure brand associations by asking managers about what personality associations they implement while marketing their brand.

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8 p.

Creation Information

Heere, Bob 2010.

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This article is part of the collection entitled: UNT Scholarly Works and was provided by UNT College of Business to Digital Library, a digital repository hosted by the UNT Libraries. It has been viewed 21 times , with 4 in the last month . More information about this article can be viewed below.

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  • Heere, Bob University of Texas at Austin; University of North Texas

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  • © 2010, West Virginia University

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Description

This article proposes a technique to measure brand associations by asking managers about what personality associations they implement while marketing their brand.

Physical Description

8 p.

Notes

Abstract: Brand personality research has made extensive use of factor modeling to grasp the dimensions of brand personality. Many scholars have adapted this technique to capture the brand personality of an organization. It
is argued in this study that letting consumers associate a brand with a personality through factor modeling
is flawed and anthropomorphic in nature. Therefore, the author proposes a different technique to measure
these associations, by asking managers about what personality associations they implement while marketing
their brand. Based on their responses, a list of associations was compiled and sent out to their fans, to measure
the effectiveness of the organization to portray the brand associations. Results indicate that by implementing
this strategy managers are able to grasp a more precise concept of the perceived personality
associations of the brand. In addition, the strategy provided managers with more in-depth information on
their brand by measuring the brands’ importance and representativeness among their consumers.

Source

  • Sport Marketing Quarterly, 2010. Morgantown, WV: FiT Publishing

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Publication Information

  • Publication Title: Sport Marketing Quarterly
  • Volume: 19
  • Issue: 1
  • Page Start: 17
  • Page End: 24
  • Peer Reviewed: Yes

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UNT Scholarly Works

Materials from the UNT community's research, creative, and scholarly activities and UNT's Open Access Repository. Access to some items in this collection may be restricted.

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  • 2010

Added to The UNT Digital Library

  • Sept. 24, 2018, 1:56 p.m.

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Heere, Bob. A New Approach to Measure Perceived Brand Personality Associations Among Consumers, article, 2010; Morgantown, West Virginia. (digital.library.unt.edu/ark:/67531/metadc1248373/: accessed January 20, 2019), University of North Texas Libraries, Digital Library, digital.library.unt.edu; crediting UNT College of Business.