A new measure of brand personality

By Maggie Geuens, Bert Weijters, Kristof De Wulf. 2009

677 citations recorded by the source corpus.

Subfields: Clinical Psychology, Experimental and Cognitive Psychology, Marketing

View Paper: https://www.semanticscholar.org/paper/0db7c005442591d75954e2072d8b9080316c6953

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In Clinical Psychology

In Experimental and Cognitive Psychology

In Marketing

Citations in the corpus

Brand personality and brand equity: evidence from the sportswear industry (2015, positive): “However, Aaker’s BPS and most of the studies after Aaker (1997) measure brand personality on an aggregate level across multiple brands of different product categories (Aaker et al., 2001; Sung and Tinkham, 2005; Bosnjak et al., 2007; Milas and Mlačić, 2007; Geuens et al., 2009).”
Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty (2017, methodology): “Geuens et al. (2009) propose five new dimensions of brand personality: responsibility, activity, aggressiveness, simplicity, and emotionality.”
Effects of brand personality, self-congruity and functional congruity on hotel brand loyalty (2019, background): “According to Big Five, the basic structure of human personality is composed of five factors that are openness to experience, conscientiousness, extraversion, agreeableness, and neuroticism (John & Srivastava, 1999).”
Responsible and active brand personality: On the relationships with brand experience and key relationship constructs (2017, methodology): “In testing these relationships, this study responds to several studies (e.g., Eisend & StokburgerSauer, 2013; Geuens et al., 2009) that suggest the need to enhance understanding on the antecedents and outcomes of the different BP”
Consumers' self-congruence with a 'Liked' brand: cognitive network influence and brand outcomes (2017, methodology): “Following the traditional two-step procedure (Helgeson and Supphellen, 2006), respondents first rated the brand with respect to the twelve brand personality facets proposed by Geuens et al. (2009).”