The Big Five and brand personality: Investigating the impact of consumer personality on preferences towards particular brand personality

Journal of Brand Management

Volumn 16, Issue 4, 2009, Pages 234-247

  Mulyanegara, Riza Casidy ^a   Tsarenko, Yelena ^a   Anderson, Alastair ^a  

^a MONASH UNIVERSITY   (Australia)

Author keywords

Brand personality; Fashion; Personality; The Big Five

Indexed keywords

EID: 67650337306     PISSN: 1350231X     EISSN: 14791803     Source Type: Journal    
DOI: 10.1057/palgrave.bm.2550093     Document Type: Article

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