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Dimensions of Brand Personality Attributions: A person-centric approach in the German cultural context

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Michael Bosnjak (University of Mannheim, Germany), Valerie Bochmann (Zelfi AG, Germany), Tanja Hufschmidt (Magnetic Brands GmbH, Germany) 2007, 35 (3), 303-316

Research on the symbolic use of commercial brands has shown that individuals prefer those brands matching their own personality. While the Big Five model of human personality is universal, brand personality attributions are partly culture-specific. Furthermore, research investigating brand-related trait attributions has largely neglected negatively valenced traits. Consequently, the objective of this research was to identify and operationalize indigenous German brand personality attributions from a person-centric perspective. This approach entails an exploration of those positive as well as negative human personality dimensions applicable and relevant to brands. Within two studies, four dimensions of brand personality (Drive, Conscientiousness, Emotion, and Superficiality) were identified. A preliminary 20-item instrument is proposed for the parsimonious measurement of brand personality attributions in the German cultural domain.

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Articles by Michael Bosnjak, Valerie Bochmann, Tanja Hufschmidt

Articles in volume 35

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EDITORIAL ADDRESS:
Robert A.C. Stewart , PhD, Editor Soc. for Personality Research.
P.O.Box 1539, Palmerston North 4440, New Zealand.
Fax +64 +6 +355-5424
Email: editor@sbp-journal.com