Implementing an intended brand personality: a dyadic perspective

application of brand personality scale in automobile industry: the study of samand’s brand personality dimensions

این تحقیق شخصیت برند سمند را در ایران با استفاده از مدل پنج بعدی آکر (1997) بعنوان یک چهارچوب بطور توصیفی سنجیده است. بنابر این چهارچوب که دراصل در 42 جزء (42 ویزگی شخصیتی) ودر پنج بعد شخصیتی طراحی شده بود ودر کشورها وصنایع مختلف آزموده شده بود, پرسنامه به زبان فارسی ترجمه شده و با استفاده از روشهای ترجمه معکوس و مصاحبه عمیق با 12 متخصص ایرانی به 38 جزء کاهش یافت. و نظرسنجی ای در پنج نمایندگی ا...

The Impact of Visiting a Brand Website on Brand Personality

What are the effects of forced exposure to the brand website on perceived brand personality? An experiment with random assignment to exposure vs. control (nonexposure) groups for ten websites is analysed. Three covariates are included to test their impact on brand personality after website exposure: product type (utilitarian/ functional vs. auto-expressive), enduring involvement with the produc...

Comparing Brand Personality Measures:

Intrusiveness from an attachment theory perspective: A dyadic diary study

This 14-day dyadic diary study of 60 heterosexual couples examines links between attachment insecurities, intrusiveness, and relationship dissatisfaction by exploring the effects of attachment insecurities on intrusiveness and examining the daily interplay between intrusiveness and relationship dissatisfaction. We assessed attachment orientations, daily self-reported intrusive behavior, and dai...

A Short Scale for Measuring Brand Personality

A brand personality scale is developed and tested with a large and carefully selected sample of car owners in Germany. Exploratory and confirmatory factor analyses were used to validate the actual structure of the brand personality scale. Recent research has swiftly leapt ahead to cross–cultural brand personality research without paying very much attention to the correct application of brand pe...