Please use this identifier to cite or link to this item: https://hdl.handle.net/10216/71076
Author(s): Helena Nobre
Carlos Brito
Title: Brand Relationships: A Personality-Based Approach
Issue Date: 2010
Abstract: The authors investigated the relationship between brand personality and brand relationships. The conceptual model was based on the hypothesis that brand personality may nurture specific consumer-brand relationships and that these relationships may influence the quality of the ties that consumers develop with brands. An instrument from intimate interpersonal relationships was used to measure consumer-brand relationships. An SEM analysis conducted on a sample of 733 consumer-brand relationships, involving nine highly known brands of different product categories, gave support to the theory. The research offers two significant contributions by: 1) Emphasizing the role of consumer-brand relationship in understanding multi-brand, symbolic consumption and 2) Offering a holistic perspective in the understanding of brand personality.
Subject: Economia e gestão
Economics and Business
Scientific areas: Ciências sociais::Economia e gestão
Social sciences::Economics and Business
URI: https://repositorio-aberto.up.pt/handle/10216/71076
Document Type: Artigo em Revista Científica Internacional
Rights: openAccess
License: https://creativecommons.org/licenses/by-nc/4.0/
Appears in Collections:FEP - Artigo em Revista Científica Internacional

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