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Change in Meaning of Brand Personality Characteristics: An Advertising Analysis
Linnaeus University, School of Business and Economics, Department of Marketing.
2016 (English)Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

Brand personality has become an increasingly important concept within brand theory and factor-based methods constitute the standard measure in brand personality research. However, questions have been raised about the validity of current factor-based models. This research explores how brand personality characteristics that are salient in verbal and visual advertising content change over time as the brand is extended into multiple product categories. The empirical data are based on a case study of four sub-brands of the personal and skin care brand Nivea and include an advertising analysis, in-depth interviews with executives, and a document analysis. The results show that the meanings of words that represent brand personality characteristics in advertising content shift across different product categories. The study emphasises the problems related to the use of a generalised brand personality scale and develops an alternative methodological approach for brand personality research.

Place, publisher, year, edition, pages
2016.
National Category
Economics and Business
Research subject
Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-57832OAI: oai:DiVA.org:lnu-57832DiVA: diva2:1044769
Conference
AMS44: 44th Academy of Marketing Science Annual Conference, Orlando, USA, May 18-21, 2016
Available from: 2016-11-06 Created: 2016-11-06 Last updated: 2017-01-25Bibliographically approved

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Lund, Kaisa
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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf