When the Goal Is Creating a Brand Personality, Focus on User Imagery

TY - JOUR

T1 - When the Goal Is Creating a Brand Personality, Focus on User Imagery

AU - Hayes, J. Bryan

AU - Alford, Bruce L.

AU - Capella, Louis M.

N1 - INTRODUCTION Brand personality has been defined as "the set of human characteristics associated with a brand" (Aaker, 1997, p. 347). This definition encompasses demographic characteristics [i.e., gender, age, and socioeconomic status], lifestyle characteristics [i.e., activities, interest, and opinions], as well as human personality traits [i.e., warmth, concern, and sentimentality] (Aaker, 1996).

PY - 2008/1/1

Y1 - 2008/1/1

UR - https://www.questia.com/library/journal/1G1-202920033/when-the-goal-is-creating-a-brand-personality-focus

M3 - Article

VL - 12

JO - Academy of Marketing Studies Journal

JF - Academy of Marketing Studies Journal

IS - 1

ER -