On congruence between brand and human personalities

By Natalia Maehle, Rotem Shneor. 2010

109 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/49c6bfb79ea2bc19d2e91dca3e541b997874c434

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Cele Otnes
2. Magne Supphellen
3. Natalia Maehle
4. Sameer Hosany

In Organizational Behavior and Human Resource Management

1. Magne Supphellen

In Strategy and Management

1. Cele Otnes
2. Magne Supphellen
3. Natalia Maehle

Citations in the corpus

• Consumers' perceptions of the dimensions of brand personality (2011, background): “Not surprisingly, given the link of brand personality to consumer identity (Dolich, 1969; Hamm and Cundiff, 1969; Belk, 1988; Maehle and Shneor, 2010) informants choose brands that help them to fulfil their aspirations to be perceived as more exciting in the eyes of”