A comparison of brand personality and brand user‐imagery congruence

By Brian T Parker. 2009

231 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/a036eee1c2289240d3739b72f75c9435f3126f34

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In Organizational Behavior and Human Resource Management

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Citations in the corpus

The role of consumer–brand identification in building brand relationships (2013, background): “Using perceived brand values and consumer values to measure value congruity is similar to the brand personality congruity (BPC) concept where instead of user-imagery brand personality is used to asses brand image (Parker, 2009).”
Brand Personality Factor Based Models: A Critical Review (2012, background): “User-imagery allows for a human to human comparison, but user-imagery and brand personality are viewed as different concepts (e.g. see Azoulay and Kapferer, 2003; Helgeson and Supphellen, 2004; Parker, 2009), and BP must in any case be separated from user-imagery or risk concept redundancy (Helgeson”
Assessing university brand personality through logos: an analysis of the use of academics and athletics in university branding (2013, background): “Brand personality is an essential construct for a brand’s image and can help a brand to differentiate itself in the marketplace (Park & John, 2010; Parker, 2009).”
Celebrity endorsement: How celebrity–brand–user personality congruence affects brand attitude and purchase intention (2016, methodology): “This approach has been used widely in literature for the purpose of congruity calculation (Parker 2009; Ross 1971; Sirgy and Danes 1982).”
The formation of sub-brand love and corporate brand love in hotel brand portfolios (2019, background): “The enhancement of consumers’ love feelings driven by ideal-selfbrand congruence is evident in retail companies with which consumers publicly showcase their brand experiences, especially for clothing apparel brands like Banana Republic, Nike, Abercrombie & Fitch, and Birkenstock (Parker, 2009).”
The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior (2018, result): “This is in line with the fact that brand personality signifies both utilitarianand symbolic- expressive values of a brand, and ultimately shapes consumer psychology and behavior (Parker, 2009).”