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Communicating Brand Personality - The Moderating Role of Human Personality · Study

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PreprintCommunicating Brand Personality - The Moderating Role of Human Personality

Srividya Raghavan2009

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Preprintgreen2009

Communicating Brand Personality - The Moderating Role of Human Personality

Srividya Raghavan · Makam S. Balaji

6 citations·0/0 files stored·SSRN Electronic Journal

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Personality Traits and Psychology

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References

1991THE BIG FIVE PERSONALITY DIMENSIONS AND JOB PERFORMANCE: A META‐ANALYSIS 1999The Big Five Trait taxonomy: History, measurement, and theoretical perspectives.1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1997Dimensions of Brand Personality 1988Attitudes, Personality and Behavior 1980Heuristic versus systematic information processing and the use of source versus message cues in persuasion.1986Communication and Persuasion 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity

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Details

Year2009

Typepreprint

Published2009-01-01

VenueSSRN Electronic Journal

ISSN-L1556-5068

Languageen

Citations6

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.2139/ssrn.1400490

openalex_workW1759615839

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