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Measuring and managing the essence of a brand personality · Study

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ArticleMeasuring and managing the essence of a brand personality

Johan van Rekom2006

Article2006

Measuring and managing the essence of a brand personality

Johan van Rekom · Gabriele Jacobs · Peeter W.J. Verlegh

111 citations·0/0 files stored·Marketing Letters

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Corporate Identity and Reputation

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1977Estimating Nonresponse Bias in Mail Surveys 1977Estimating Nonresponse Bias in Mail Surveys 1997Dimensions of Brand Personality 2003Political conservatism as motivated social cognition.1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1991Meta-Analytic Procedures for Social Research 1995Building Strong Brands

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2015Brand personality and culture: The role of cultural differences on the impact of brand personality perceptions on tourists' visit intentions 2015A marketing communications approach for the digital era: Managerial guidelines for social media integration 2014Understanding configurations of relational attractiveness of the customer firm using fuzzy set QCA 2018Generating Business Intelligence Through Social Media Analytics: Measuring Brand Personality with Consumer-, Employee-, and Firm-Generated Content 2013Measuring brand association strength: a consumer based brand equity approach

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Details

Year2006

Typearticle

Published2006-06-02

VenueMarketing Letters

ISSN-L0923-0645

Languageen

Citations111

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1007/s11002-006-5362-5

openalex_workW2051292147

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2012The mediatory impact of brand loyalty and brand image on brand equity

2014The Effect of Brand Gender on Brand Equity

2013Shaping Retail Brand Personality Perceptions by Bodily Experiences