Developing brand personality scales A literature review

By:

DAS, GOPAL

Contributor(s):

GUIN, KALYAN KUMAR

Material type:

Mixed materialsPublication details: 2012Description: 44-63Subject(s):

BRANDS

NLM classification:

658.827

In: IUP: JOURNAL OF BRAND MANAGEMENTMSummary: The paper review the literature on brand personality with an emphasis on the methodology issues involved in developing measurement scales. Numerous studies on brand personality were sourced form well known databases such as 'EBSCO host' and 'science direct' and were subjected to a through content analysis. The study reviews the personality studies of brand in general and retail brand in particular. The study reveals that the brand personality studies used human personality dimensions.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		9/2	Available		P14549

The paper review the literature on brand personality with an emphasis on the methodology issues involved in developing measurement scales. Numerous studies on brand personality were sourced form well known databases such as 'EBSCO host' and 'science direct' and were subjected to a through content analysis. The study reviews the personality studies of brand in general and retail brand in particular. The study reveals that the brand personality studies used human personality dimensions.

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