Measuring Dimensions Of Brand Personality

DOI

10.2991/iceb-15.2015.1How to use a DOI?

Keywords

Dimensions of Brand Personality, Measuring and Political Party

Abstract

The purpose of this paper is redefining constructs Brand Personality by analyzing the concept and measurement of Brand Personality. Brand personality study be undertaken by identifying and measuring the dimensions of Brand Personality. The problem raised in this paper is composed of brand personality dimensions consist of personality characteristics or different from each measurement (Aaker, 1997; Caprara, 2001; Azoulay and Kapferer, 2003; Guzman and Sierra, 2009; Geuens, et.al. 2009; Muniz and Marchetti, 2012). The approach used in this paper by comparing the concept of personality and measurement of the dimensions of the brand of several researchers who has been tested in their research . Implications of the results of this study will provide the benefits of measuring the dimensions of some of the research which will result in the identification and measurement operation of each dimension of Brand Personality. Original contribution of this paper will redefine the dimensions of Brand Personality constructs.

Copyright

© 2015, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Gatot Wijayanto
PY  - 2015/05
DA  - 2015/05
TI  - Measuring Dimensions Of Brand Personality
BT  - Proceedings of the International Conference on Economics and Banking 2015
PB  - Atlantis Press
SP  - 1
EP  - 5
SN  - 2352-5428
UR  - https://doi.org/10.2991/iceb-15.2015.1
DO  - 10.2991/iceb-15.2015.1
ID  - Wijayanto2015/05
ER  -