Brand personality and human personality: Findings from ratings of familiar Croatian brands

By Goran Milas, Boris Mlacic. 2007

138 citations recorded by the source corpus.

Subfields: Clinical Psychology, Marketing

View Paper: https://www.semanticscholar.org/paper/fbb68ea98dff13c440c14e59fc955593bcb38d07

How researchers see this paper

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

In Clinical Psychology

1. Richard Rosenaum-Elliott
2. Vince-Wayne Mitchell
3. Björn Seven Ivens
4. Hazel H. Huang
5. Kristof De Wulf
6. Philipp A. Rauschnabel
7. Barry J. Babin
8. Bert Weijters

In Marketing

1. Philipp A. Rauschnabel
2. Richard Rosenaum-Elliott
3. Vince-Wayne Mitchell
4. Björn Seven Ivens
5. Hazel H. Huang
6. Kristof De Wulf
7. Barry J. Babin
8. Bert Weijters

Citations in the corpus

• A new measure of brand personality (2009, background): “…the strict definition of brand personality put forward by Azoulay and Kapferer (2003, pp. 151) and used in several recent papers (e.g., Bosnjak et al., 2007; Milas & Mlačić, 2007): ‘brand personality is the set of human personality traits that are both applicable to and relevant for brands’.”
• Are Consumer and Brand Personalities the Same (2012, background): “Investigations reveal that between-brand and within-brand structures are less stable, while brand x subject structure is more stable and more closely resembles the structure of the Big Five personality traits (Geuens, Weijters, & De Wulf, 2009; Milas & Mlačić, 2007).”
• Brand personality and brand equity: evidence from the sportswear industry (2015, unknown): “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).”
• Brand management in higher education: The University Brand Personality Scale (2016, background): “…(2005) JAMS Non-profits organizations HC ✓ ✓ ✓ Ekinci and Hosany (2006) JTR Tourism destinations HC ✓ D'Astous and Boujbel (2007) JBR Countries HC ✓ ✓ ✓ Bosnjak et al. (2007) SBP Consumer brands HC ✓ ✓ Milas and Mlačić (2007) JBR Croatian consumer brands HC ✓ Geuens et al. (2009) IJRM Consumer…”
• Brand Personality Factor Based Models: A Critical Review (2012, background): “Although there have been suggestions to embed behaviour descriptors in sentences to improve clarity (Milas and Mlacic, 2007), this does not ameliorate the problem of the shift in meaning.”