Summary Brief — The Brand Personality as a Basis for Consumer-Brand Relationships

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

Volumn , Issue , 2015, Pages 186-190

  Hayes, J Bryan ^a   Capella, Louis M ^b   Alford, Bruce L ^b  

^a MISSISSIPPI COLLEGE   (United States)

^b MISSISSIPPI STATE UNIVERSITY   (United States)

Author keywords

Brand Equity; Brand Manager; Brand Personality; Brand Relationship; Relationship Quality

Indexed keywords

EID: 85020580355     PISSN: 23636165     EISSN: 23636173     Source Type: Book Series    
DOI: 10.1007/978-3-319-11927-4_57     Document Type: Chapter

References (7)

1. Aaker, David A. 1996. Building Strong Brands. New York: The Free Press: 138-174.
2. Aaker, Jennifer L. 1997. "Dimensions of Brand Personality." Journal of Marketing 34 (August): 347-356.
3. Blackston, Max. 1993. "Beyond Brand Personality: Building Brand Relationships." In Brand Equity and Advertising. Eds. David A. Aaker and Alexander L. Biel. Hillsdale, NJ: Lawrence Erlbaum Associates, 113-134.
4. Brown, Donald E. 1991. Human Universals. New York: McGraw-Hill.
5. Fournier, Susan. 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research." Journal of Consumer Research 24 (March): 343-373.
6. Hayes, J. Bryan. 1999. "Antecedents and Consequences of Brand Personality," Dissertation. Mississippi State University.
7. Posner, Fred. 1993. "You Have to Have a Brand Become a Friend." speech given to the Advertising and Promotion Workshop. (February). ·