lnu.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
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
Change in meaning of brand personality characteristics
Linnaeus University, School of Business and Economics, Department of Marketing.
2014 (English)In: ANZMAC Annual Conference 2014: proceedings / [ed] Sharyn Rundle-Thiele, Krzysztof Kubacki and Denni Arli, Brisbane: ANZMAC , 2014, 192-192 p.Conference paper, 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 subbrands 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
Brisbane: ANZMAC , 2014. 192-192 p.
Keyword [en]
Brand personality, Extension, Category, Advertising
National Category
Economics and Business
Research subject
Economy, Marketing
Identifiers
URN: urn:nbn:se:lnu:diva-38579OAI: oai:DiVA.org:lnu-38579DiVA: diva2:770529
Conference
ANZMAC 2014 (Australian & New Zealand Marketing Academy): Agents of change, Brisbane, Australia, December 1-3, 2014
Available from: 2014-12-10 Created: 2014-12-10 Last updated: 2015-03-30Bibliographically approved

Open Access in DiVA

No full text

Search in DiVA

By author/editor
Lund, Kaisa
By organisation
Department of Marketing
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar

Total: 148 hits
CiteExportLink to record
Permanent link

Direct link
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