HOW WELL DOES BRAND PERSONALITY PREDICT BRAND CHOICE? A MEASUREMENT SCALE AND ANALYSIS USING BINARY REGRESSION MODELS - HAL-SHS - Sciences de l'Homme et de la Société Accéder directement au contenu
Communication Dans Un Congrès Asia Pacific Advances in Consumer Research Année : 2005

HOW WELL DOES BRAND PERSONALITY PREDICT BRAND CHOICE? A MEASUREMENT SCALE AND ANALYSIS USING BINARY REGRESSION MODELS

Laure Ambroise
  • Fonction : Auteur
Jean-Marc Ferrandi
Dwight Merunka
  • Fonction : Auteur
  • PersonId : 1044540
Pierre Valette-Florence
  • Fonction : Auteur
  • PersonId : 934164
Virginie de Barnier

Résumé

The research proposes a methodology allowing both the construction of a brand personality scale and the test of the ability of the scale to predict brand choice. A brand personality scale is developed and tested via exploratory and confirmatory analyses. A brand personality structure composed of 12 facets is uncovered and allows clearly differentiating brands belonging to the same market. Predictive power of the scale is then tested using binary regression models.
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Dates et versions

halshs-00111869 , version 1 (06-11-2006)

Identifiants

  • HAL Id : halshs-00111869 , version 1

Citer

Laure Ambroise, Jean-Marc Ferrandi, Dwight Merunka, Pierre Valette-Florence, Virginie de Barnier. HOW WELL DOES BRAND PERSONALITY PREDICT BRAND CHOICE? A MEASUREMENT SCALE AND ANALYSIS USING BINARY REGRESSION MODELS. Asia Pacific Advances in Consumer Research, 2005, pp.30-38. ⟨halshs-00111869⟩
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