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La personnalité des marques explique-t-elle les comportements ? Mesure du concept et investigation empirique de l'influence de la personnalité des marques corporate sur le comportement du consommateur, de l'investisseur individuel et du candidat potentiel à un poste

Abstract : The purpose of this dissertation is to study the impact of corporate brand personality on three types of behavior within the same subject: consumer behavior, individual investor behavior, and potential job applicant behavior. First, an enhanced scale of brand personality is introduced (N=475), built on a strict definition of the concept and resulting from a methodology based on brand experts, not only on consumers' opinions. This section of the study clarifies the links and differences among brand personality, brand image, brand identity and other related concepts, so that the scale is built on a conceptualization of brand personality that is clear and disentangled from related concepts. The concept of brand personality is redefined as
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https://pastel.archives-ouvertes.fr/pastel-00005069
Contributor : Ecole Hec Paris <>
Submitted on : Monday, May 18, 2009 - 8:00:00 AM
Last modification on : Monday, October 19, 2020 - 11:11:04 AM
Long-term archiving on: : Friday, September 10, 2010 - 1:29:19 PM

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Audrey Azoulay. La personnalité des marques explique-t-elle les comportements ? Mesure du concept et investigation empirique de l'influence de la personnalité des marques corporate sur le comportement du consommateur, de l'investisseur individuel et du candidat potentiel à un poste. Sciences de l'Homme et Société. HEC PARIS, 2008. Français. ⟨pastel-00005069⟩

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