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- Publisher
- Springer Journals
- Copyright
- Copyright © 2011 by Academy of Marketing Science
- Subject
- Business and Management; Business and Management, general; Marketing; Social Sciences, general
- ISSN
- 0092-0703
- eISSN
- 1552-7824
- DOI
- 10.1007/s11747-011-0251-8
- Publisher site
- See Article on Publisher Site
Abstract
The authors examine the transformation of an intended brand personality (i.e., the way brand management would like consumers to perceive the brand’s personality) into a realized brand personality (i.e., the consumer’s actual perception of the brand’s personality). Drawing on the results of a dyadic empirical cross-industry study of 137 brand managers and 3,048 consumers, the authors show that the singularity of the brand personality profile, the competitive differentiation of the brand, the credibility of brand communication, consumers’ depth of product involvement, and consumers’ prior brand attitude all affect the degree to which the realized brand personality resembles the intended brand personality.
Journal
Journal of the Academy of Marketing Science – Springer Journals
Published: Feb 25, 2011