. Predictors, F1 Dependent Variable: V1 Le programme a procédé à huit itérations pour arriver au modèle final. Celui-ci comporte les variables de contrôle suivantes (par ordre d'introduction dans le modèle

C. H1c and L. Dimension, Agréabilité a un effet positif et significatif sur le comportement du consommateur. En revanche, H1a

C. , C. , C. , C. , C. et al., V4 Le programme a procédé à huit itérations pour arriver au modèle final (voir Table 22b). Celui-ci comporte les cinq variables de contrôle suivantes, Predictors: (Constant)

D. A. Aaker, Building Strong Brands, 1996.

D. A. Aaker, R. Et, and . Jacobson, The Financial Information Content of Perceived Quality, Journal of Marketing Research, vol.31, issue.2, pp.191-201, 1994.
DOI : 10.2307/3152193

D. A. Aaker, Leveraging the Corporate Brand, California Management Review, vol.38, issue.3, pp.6-18, 2004.
DOI : 10.2307/41166218

D. A. Aaker, Strategic Market Management, 1995.

D. A. Aaker, E. Et, and . Joachimsthaler, The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge, California Management Review, vol.6, issue.4, 2000.
DOI : 10.2307/41166051

J. L. Aaker, S. Fournier, D. E. Allen, and J. Olson, A Brand as a Character, a Partner and a Person: Three Perspectives on the Question of Brand Personality Advances in Consumer Research, pp.391-395, 1995.

J. L. Aaker, Dimensions of Brand Personality, Journal of Marketing Research, vol.34, issue.3, pp.347-356, 1997.
DOI : 10.2307/3151897

J. L. Aaker, The Malleable Self: The Role of Self-Expression in Persuasion, Journal of Marketing Research, vol.36, pp.347-356, 1999.

J. L. Aaker, V. Benet-martinez, and J. Garolera, Consumption Symbols as Carriers of Culture: A Study of Japanese, Spanish and North American Brand Personality Dimensions, Journal of Personality and Social Psychology, issue.3, pp.81-492, 2001.

A. C. Ahuvia, Beyond the Extended Self: Loved Objects and Consumers??? Identity Narratives, Journal of Consumer Research, vol.32, issue.1, pp.171-184, 2005.
DOI : 10.1086/429607

D. E. Allen, J. Et, and . Olson, Conceptualizing and Creating Brand Personality: A Narrative Theory Approach, Advances in Consumer Research, pp.392-393, 1995.

G. W. Allport, E. Et-philip, and . Vernon, The field of personality., Psychological Bulletin, vol.27, issue.10, pp.677-730, 1930.
DOI : 10.1037/h0072589

G. W. Allport, H. S. Et, and . Odbert, Trait-names: A psycho-lexical study., Psychological Monographs, vol.47, issue.1, 1936.
DOI : 10.1037/h0093360

G. W. Allport, Personality., Psychological Bulletin, vol.29, issue.5, 1937.
DOI : 10.1037/h0064126

A. Laure, P. Valette-florence, J. Ferrandi, and D. Merunka, La construction d'un baromètre de mesure de la personnalité de la marque adapté au contexte français : premiers résultats, Actes de la Conférence de l'Association Française du Marketing, pp.395-412, 2003.

L. Ambroise, La personnalité de la marque: Contributions théoriques, méthodologiques et managériales, Thèse de Gestion à l, 2006.

A. Angleitner, F. Ostendorf, P. Oliver, and . John, Towards a taxonomy of personality descriptors in German: A psycho-lexical study, European Journal of Personality, vol.24, issue.2, pp.89-118, 1990.
DOI : 10.1002/per.2410040204

A. Paul, A. Et, and B. Druckenmiller, Reputation and the Corporate Brand, Corporate Reputation Review, vol.6, issue.4, pp.368-374, 2004.

J. Arndt, On Making Marketing Science More Scientific: Role of Orientations, Paradigms, Metaphors, and Puzzle Solving, Journal of Marketing, vol.49, issue.3, pp.11-23, 1985.
DOI : 10.2307/1251612

M. C. Ashton, M. Perugini, R. E. De-vries, K. Boies, K. Lee et al., A Six-Factor Structure of Personality-Descriptive Adjectives: Solutions From Psycholexical Studies in Seven Languages., Journal of Personality and Social Psychology, vol.86, issue.2, pp.356-366, 2004.
DOI : 10.1037/0022-3514.86.2.356

S. R. Axley, Managerial and Organisational Communication in Terms of the Conduit Metaphor, Academy of Management Review, vol.9, issue.3, pp.428-437, 1984.

A. Azoulay and J. Kapferer, Do brand personality scales really measure brand personality?, Journal of Brand Management, vol.11, issue.2, pp.143-155, 2003.
DOI : 10.1057/palgrave.bm.2540162
URL : https://hal.archives-ouvertes.fr/hal-00781544

J. M. Balmer, B. Et-guillaume, and . Soenen, The Acid Test of Corporate Identity Management???, Journal of Marketing Management, vol.15, issue.1-3, pp.1-3, 1999.
DOI : 10.1362/026725799784870441

B. M. Barber, C. Heath, and T. Odean, Good Reasons Sell: Reason-Based Choice Among Group and Individual Investors in the Stock Market, Management Science, vol.49, issue.12, pp.1636-1652, 2003.
DOI : 10.1287/mnsc.49.12.1636.25109

F. Bardhi, Thrill of the hunt: thrift shopping for pleasure, Advances in Consumer Research, pp.375-376, 2003.

M. L. Barnett, M. John, B. A. Jermier, and . Lafferty, Corporate Reputation: The Definitional Landscape, Corporate Reputation Review, vol.9, issue.1, pp.26-38, 2006.
DOI : 10.1057/palgrave.crr.1550012

R. Batra, P. Lenk, and M. Wedel, Separating Brand from Category Personality, 2007.

J. Baudrillard, La Société de Consommation : Ses Mythes, Ses Structures, 1970.

F. Baumgarten, Die Charktereigenschaften " [The Character Traits], in Beitraege zur Charakterund Persoenlichkeitsforschung (No. 1 en entier), 1933.

R. W. Belk, Possessions and the Extended Self, Journal of Consumer Research, vol.15, issue.2, pp.139-149, 1988.
DOI : 10.1086/209154

R. W. Belk, D. Kenneth, R. N. Bahn, and . Mayer, Developmental Recognition of Consumption Symbolism, Journal of Consumer Research, vol.9, issue.1, pp.4-17, 1982.
DOI : 10.1086/208892

M. Bergami and R. P. Bagozzi, Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization, British Journal of Social Psychology, vol.39, issue.4, pp.555-577, 2000.
DOI : 10.1348/014466600164633

I. H. Bernstein, Applied multivariate analysis, 1988.
DOI : 10.1007/978-1-4613-8740-4

N. C. Berry, REVITALIZING BRANDS, Journal of Consumer Marketing, vol.5, issue.3, pp.15-20, 1988.
DOI : 10.1108/eb008228

C. B. Bhattacharya and . Et-sankar-sen, Consumer-Company Identification: A Framework for Understanding Consumers??? Relationships with Companies, Journal of Marketing, vol.67, issue.2, pp.76-88, 2003.
DOI : 10.1509/jmkg.67.2.76.18609

A. L. Biel, Converting Image into Brand Equity, " in Brand Equity and Advertising: Advertising's role in building strong brands, édité par David A. Aaker et Alexander L, 1993.

G. S. Bobinski, . Jr, G. Gabriel, and . Ramirez, Advertising to Investors: The Effect of Financial-Relations Advertising on Stock Volume and Price, Journal of Advertising, vol.54, issue.3, pp.13-28, 1994.
DOI : 10.1080/00913367.1991.10673346

K. Boies, K. Lee, M. C. Ashton, S. Pascal, A. M. Et-adelheid et al., The structure of the French personality lexicon, European Journal of Personality, vol.4, issue.4, pp.277-295, 2001.
DOI : 10.1002/per.411

K. Bollen and R. Lennox, Conventional wisdom on measurement: A structural equation perspective., Psychological Bulletin, vol.110, issue.2, pp.305-314, 1991.
DOI : 10.1037/0033-2909.110.2.305

B. Michael and H. , Dimensions used in perceiving peers: cross-cultural comparisons of Hong Kong, Japanese, American and Filipino university students, International Journal of Psychology, vol.14, issue.1, pp.47-56, 1979.

E. F. Borgotta, The structure of personality characteristics, Behavioral Science, vol.57, issue.1, pp.8-17, 1964.
DOI : 10.1002/bs.3830090103

M. J. Brennan, THE INDIVIDUAL INVESTOR, Journal of Financial Research, vol.18, issue.1, pp.59-74, 1995.
DOI : 10.1111/j.1475-6803.1995.tb00211.x

M. B. Brewer, The Social Self: On Being the Same and Different at the Same Time, Personality and Social Psychology Bulletin, vol.17, issue.5, pp.475-482, 1991.
DOI : 10.1177/0146167291175001

F. B. Brokken, The language of personality. .Meppel, The Netherlands: Krips, 1978.

T. A. Brown, Confirmatory Factor Analysis for Applied Research, 2006.

T. J. Brown, A. Peter, and . Dacin, The Company and the Product: Corporate Associations and Consumer Product Responses, Journal of Marketing, vol.61, issue.1, pp.68-84, 1997.
DOI : 10.2307/1252190

D. T. Campbell, Recommendations for APA test standards regarding construct, trait, or discriminant validity., American Psychologist, vol.15, issue.8, pp.546-53, 1960.
DOI : 10.1037/h0048255

N. Capon, J. U. Farley, and S. Hoenig, Determinants of Financial Performance: A Meta-Analysis, Management Science, vol.36, issue.10, pp.1143-1159, 1990.
DOI : 10.1287/mnsc.36.10.1143

G. Caprara, C. Vittorio, . Barbaranelli, . Et-gianluigi-guido-gianluigi, and . Guido, Personality as Metaphor: Extension of the Psycholexical Hypothesis and the Five Factor Model to Brand and Product Personality Description Association for Consumer Research Caprara Brand Personality: How to Make the Metaphor Fit, European Advances in Consumer Research, pp.61-69, 1998.

A. Carmeli, G. Gilat, and J. Weisberg, Perceived External Prestige, Organizational Identification and Affective Commitment: A Stakeholder Approach, Corporate Reputation Review, vol.44, issue.5, pp.92-104, 2006.
DOI : 10.1057/palgrave.crr.1550014

C. Raymond and B. , The description of personality: Basic traits resolved into clusters, Journal of Abnormal and Social Psychology, vol.38, issue.4, pp.476-506, 1943.

C. Raymond and B. , The description of personality: Principles and findings in a factor analysis, American Journal of Psychology, vol.58, pp.59-90, 1945.

C. Raymond and B. , Personality and Motivation Structure and Measurement, 1957.

A. Church, . Timothy, J. Peter, and . Burke, Exploratory and confirmatory tests of the Big Five and Tellegen's three- and four-dimensional models., Journal of Personality and Social Psychology, vol.66, issue.1, pp.93-114, 1994.
DOI : 10.1037/0022-3514.66.1.93

G. A. Churchill and . Jr, A Paradigm for Developing Better Measures of Marketing Constructs, Journal of Marketing Research, vol.16, issue.1, pp.64-73, 1979.
DOI : 10.2307/3150876

G. A. Churchill, P. Jr, and . Peter, Research Design Effects on the Reliability of Rating Scales: A Meta-Analysis, Journal of Marketing Research, vol.21, issue.4, pp.360-375, 1984.
DOI : 10.2307/3151463

C. J. Collins, C. K. Et, and . Stevens, The relationship between early recruitment-related activities and the application decisions of new labor-market entrants: A brand equity approach to recruitment., Journal of Applied Psychology, vol.87, issue.6, pp.1121-1133, 2002.
DOI : 10.1037/0021-9010.87.6.1121

J. J. Conley, Longitudinal stability of personality traits: A multitrait????multimethod????multioccasion analysis., Journal of Personality and Social Psychology, vol.49, issue.5, pp.1266-1282, 1985.
DOI : 10.1037/0022-3514.49.5.1266

P. T. Costa, . Jr, R. Et-robert, and . Mccrae, The Revised NEO Personality Inventory and NEO Five-Factor Inventory Professional Manual, 1992.

P. T. Costa, . Jr, R. Et-robert, and . Mccrae, Domains and Facets: Hierarchical Personality Assessment Using the Revised NEO Personality Inventory, Journal of Personality Assessment, vol.60, issue.1, pp.21-50, 1995.
DOI : 10.1037//0022-3514.37.3.395

G. Davies, R. Chun, R. Vinhas, S. Silva, and . Roper, A Corporate Personality Scale to assess internal and external views of corporate reputation, 2001.

G. Davies, R. Chun, R. Vinhas, and . Silva, The Personification Metaphor as a Measurement Approach for Corporate Reputation, Corporate Reputation Review, vol.4, issue.2, pp.113-127, 2001.
DOI : 10.1057/palgrave.crr.1540137

G. Davies and R. Chun, The Use of Metaphor in the Exploration of the Brand Concept, Journal of Marketing Management, vol.5, issue.4, pp.45-71, 2003.
DOI : 10.1080/0267257X.2003.9728201

. De-chernatony, . Leslie, H. B. Malcolm, and . Mcdonald, Creating powerful brands, 1992.

J. M. Digman, The structure of child personality as seen in behavioral ratings, Multivariate Personality Research, pp.587-611, 1972.

J. M. Digman, K. Et-naomi, and . Takemoto-chock, Factors In The Natural Language Of Personality: Re-Analysis, Comparison, And Interpretation Of Six Major Studies, Multivariate Behavioral Research, vol.16, issue.2, pp.149-170, 1981.
DOI : 10.1207/s15327906mbr1602_2

J. M. Digman, Personality Structure: Emergence of the Five-Factor Model, Annual Review of Psychology, vol.41, issue.1, pp.417-440, 1990.
DOI : 10.1146/annurev.ps.41.020190.002221

D. Dobni, M. Et-george, and . Zinkhan, In Search of Brand Image: A Foundation Analysis, Advances in Consumer Research, pp.110-119, 1990.

J. Doukas and L. N. Switzer, The stock market's valuation of R&D spending and market concentration, Journal of Economics and Business, vol.44, issue.2, pp.95-114, 1992.
DOI : 10.1016/0148-6195(92)90009-Y

R. S. Duboff, Brands, like people, have personalities, Marketing News, p.8, 1986.

D. Bernard, G. Laurent, and S. Czellar, Consumer rapport to luxury: Analyzing complex and ambivalent attitudes Consumer Research Working Paper No, 2001.

T. Duncan, IMC: Using Advertising and Promotion to Build Brands, 2002.

J. F. Durgee, Understanding Brand Personality, Journal of Consumer Marketing, vol.5, issue.3, pp.21-25, 1988.

J. E. Dutton, M. Janet, C. V. Dukerich, and . Harquail, Organizational Images and Member Identification, Administrative Science Quarterly, vol.39, issue.2, pp.239-263, 1994.
DOI : 10.2307/2393235

J. R. Edwards, P. Et-richard, and . Bagozzi, On the nature and direction of relationships between constructs and measures., Psychological Methods, vol.5, issue.2, pp.155-174, 2000.
DOI : 10.1037/1082-989X.5.2.155

R. Etterson and J. Knowles, Don't Confuse Reputation with Brand, MIT Sloan Management Review, vol.49, issue.2, pp.19-21, 2008.

J. E. Everett, Factor Comparability As A Means Of Determining The Number Of Factors And Their Rotation, Multivariate Behavioral Research, vol.18, issue.2, pp.197-218, 1983.
DOI : 10.1207/s15327906mbr1802_5

H. J. Eysenck, The Structure of Human Personality, 1970.

H. J. Eysenck, Dimensions of personality: 16, 5 or 3????Criteria for a taxonomic paradigm, Personality and Individual Differences, vol.12, issue.8, pp.773-790, 1991.
DOI : 10.1016/0191-8869(91)90144-Z

J. Ferrandi, S. Fine-falcy, and P. Valette-florence, L'échelle de personnalité des marques de Aaker appliquée au contexte français: un premier test, Proceedings of A.F.M. Conference, 1999.

J. Ferrandi and P. Valette-florence, Premiers test et validation de la transposition d'une echelle de personnalite humaine aux marques, Recherche et Applications en Marketing, vol.17, issue.3, pp.21-40, 2002.
DOI : 10.1177/076737010201700303

D. W. Fiske, Consistency of the factorial structures of personality ratings from different sources., The Journal of Abnormal and Social Psychology, vol.44, issue.3, pp.329-344, 1949.
DOI : 10.1037/h0057198

C. J. Fombrun, Reputation. Realizing Value from the Corporate Image, 1996.

C. J. Fombrun, B. M. Et-cees, and . Van-riel, The Reputation QuotientSM: A multi-stakeholder measure of corporate reputation, Journal of Brand Management, vol.7, issue.4, pp.241-255, 2000.
DOI : 10.1057/bm.2000.10

C. Fornell and D. F. Larcker, Evaluating Structural Equation Models with Unobservable Variables and Measurement Error, Journal of Marketing Research, vol.18, issue.1, pp.39-50, 1981.
DOI : 10.2307/3151312

S. Fournier, Understanding Consumer-Brand Relationships, pp.96-114, 1995.

S. Fournier, Consumers and Their Brands: Developing Relationship Theory in Consumer Research, Journal of Consumer Research, vol.24, issue.4, pp.343-373, 1998.
DOI : 10.1086/209515

L. Frieder and A. Subrahmanyam, Brand Perceptions and the Market for Common Stock, Journal of Financial and Quantitative Analysis, vol.70, issue.01, pp.57-85, 2005.
DOI : 10.1016/0165-4101(93)90007-3

D. C. Funder, GLOBAL TRAITS: A Neo-Allportian Approach to Personality, Psychological Science, vol.82, issue.1, pp.31-39, 1991.
DOI : 10.1037//0022-3514.51.5.993

R. D. Gatewood, A. Mary, G. J. Gowan, and . Lautenschlager, CORPORATE IMAGE, RECRUITMENT IMAGE AND INITIAL JOB CHOICE DECISIONS., Academy of Management Journal, vol.36, issue.2, pp.414-427, 1993.
DOI : 10.2307/256530

L. R. Goldberg, Language and Personality: Toward a Taxonomy of Trait- Descriptive terms, Istanbul Studies in Experimental Psychology, vol.12, pp.1-23, 1976.

L. R. Goldberg, Language and individual differences: the search for universals in personality lexicons, Review of personality and Social Psychology, pp.141-165, 1981.

L. R. Goldberg, From Ace to Zombie: Some explorations in the language of personality Advances in Personality Assessment, C. Spielberger et J. Butcher, vol.1, pp.203-234, 1982.

L. R. Goldberg, An alternative "description of personality": The Big-Five factor structure., Journal of Personality and Social Psychology, vol.59, issue.6, pp.1216-1229, 1990.
DOI : 10.1037/0022-3514.59.6.1216

L. R. Goldberg, The development of markers for the Big-Five factor structure., Psychological Assessment, vol.4, issue.1, pp.26-42, 1992.
DOI : 10.1037/1040-3590.4.1.26

H. G. Gough, A. B. Et, and . Heilbrun, The Adjective Check List Manual, Institute of Personality Assessment and Research (IPAR), 1983.

H. G. Gough, An interpreter's syllabus for the California Psychological Inventory, Advances in psychological assessment, pp.55-79, 1968.

J. P. Guilford, Factors and factors of personality., Psychological Bulletin, vol.82, issue.5, pp.802-814, 1975.
DOI : 10.1037/h0077101

Z. Gürhan-canli and R. Batra, When Corporate Image Affects Product Evaluations: The Moderating Role of Perceived Risk, Journal of Marketing Research, vol.41, issue.2, pp.197-205, 2004.
DOI : 10.1509/jmkr.41.2.197.28667

J. Gutman, A Means-End Chain Model Based on Consumer Categorization Processes, Journal of Marketing, vol.46, issue.2, pp.60-72, 1982.
DOI : 10.2307/3203341

T. Hanby, Brands--dead or alive?, Journal of the Market Research Society, vol.41, issue.1, pp.7-18, 1999.

M. Hatch, M. Jo, and . Schultz, Are the Strategic Stars Aligned for Your Corporate Brand?, Harvard Business Review, vol.79, issue.2, pp.128-134, 2001.

L. Hatcher, A step-by-step approach to using SAS for factor analysis and structural equation modeling, 1994.

D. W. Hendon, L. Et-emelda, and . Williams, WINNING THE BATTLE FOR YOUR CUSTOMER, Journal of Consumer Marketing, vol.2, issue.4, pp.65-75, 1985.
DOI : 10.1108/eb008147

A. E. Hendrickson, . Et-paul-owen, and . White, PROMAX: A QUICK METHOD FOR ROTATION TO OBLIQUE SIMPLE STRUCTURE, British Journal of Statistical Psychology, vol.17, issue.1, pp.65-70, 1964.
DOI : 10.1111/j.2044-8317.1964.tb00244.x

T. E. Higgins, Beyond pleasure and pain., American Psychologist, vol.52, issue.12, pp.1280-1300, 1997.
DOI : 10.1037/0003-066X.52.12.1280

T. E. Higgins, Promotion and Prevention: Regulatory Focus as A Motivational Principle, Advances in experimental social psychology, pp.1-46, 1998.
DOI : 10.1016/S0065-2601(08)60381-0

T. E. Higgins, Making a good decision: Value from fit., American Psychologist, vol.55, issue.11, pp.1217-1230, 2000.
DOI : 10.1037/0003-066X.55.11.1217

E. C. Hirschman, Innovativeness, Novelty Seeking, and Consumer Creativity, Journal of Consumer Research, vol.7, issue.3, pp.283-295, 1980.
DOI : 10.1086/208816

E. C. Hirschman and M. Holbrook, Hedonic Consumption: Emerging Concepts, Methods and Propositions, Journal of Marketing, vol.46, issue.3, pp.92-101, 1982.
DOI : 10.2307/1251707

. Hofstede-frenkel-ter, E. M. Jan-benedict, and . Steenkamp, International Market Segmentation Based on Consumer-Product Relations, Journal of Marketing Research, vol.36, issue.1, pp.1-17, 1999.
DOI : 10.2307/3151911

R. Hogan, A socioanalytic perspective on the five-factor model, " in The five-factor model of personality: theoretical perspectives, pp.163-179, 1996.

L. M. Hough, The 'Big Five' personality variables--construct confusion: Description versus prediction, Human Performance, vol.5, issue.12, pp.139-155, 1992.

L. Hu, P. M. Et, and . Bentler, Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives, Structural Equation Modeling: A Multidisciplinary Journal, vol.42, issue.1, pp.1-5, 1999.
DOI : 10.1007/BF02291170

J. Jacoby and M. S. Mattel, Three-Point Likert Scales Are Good Enough, Journal of Marketing Research, vol.8, issue.4, pp.495-500, 1971.
DOI : 10.2307/3150242

G. Johar, J. Sengupta, and J. Aaker, Two Roads to Updating Brand Personality Impressions: Trait Versus Evaluative Inferencing, Journal of Marketing Research, vol.42, issue.4, pp.458-469, 2005.
DOI : 10.1509/jmkr.2005.42.4.458

O. P. John, A. Angleitner, and F. Ostendorf, The lexical approach to personality: A historical review of trait taxonomic research, European Journal of Personality, vol.1, issue.3, pp.171-203, 1988.
DOI : 10.1002/per.2410020302

O. P. John, The 'Big Five' Factor Taxonomy: Dimensions of Personality in the Natural Language and in Questionnaires, Handbook of Personality, pp.66-100, 1990.

O. P. John, . Et-sanjay, and . Srivastava, The Big Five Trait Taxonomy :History, Measurement, and Theoretical Perspectives, Handbook of Personality, 1990.

K. G. Jöreskog and D. Et-sörbom, LISREL 7: A guide to the program and application, 1989.

D. Kahneman and A. Tversky, The simulation heuristic, Judgments under Uncertainty, 1982.
DOI : 10.1017/CBO9780511809477.015

H. F. Kaiser, The varimax criterion for analytic rotation in factor analysis, Psychometrika, vol.7, issue.3, pp.187-200, 1958.
DOI : 10.1007/BF02289233

J. Kapferer, Maîtriser l'image de l'entreprise: le prisme d'identité, Revue Française de Gestion, pp.76-82, 1988.

J. Kapferer, Strategic Brand Management, 1992.
URL : https://hal.archives-ouvertes.fr/hal-00786821

J. Kapferer, Strategic Brand Management, 2008.
URL : https://hal.archives-ouvertes.fr/hal-00786821

J. Kapferer, Marque et Médicaments : le Poids de la Marque dans la Prescription Médicale, Revue Française du Marketing, vol.165, issue.5, pp.43-51, 1997.

J. Kapferer, Managing luxury brands, Journal of Brand Management, vol.4, issue.4, pp.251-69, 1997.
DOI : 10.1057/bm.1997.4

J. Kapferer, The Role of Branding in Medical Prescription, HEC Graduate School of Management, 1998.

J. Kapferer, The New Strategic Brand Management, 2004.
URL : https://hal.archives-ouvertes.fr/hal-00786821

K. Keller and . Lane, Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, Journal of Marketing, vol.57, issue.1, pp.1-22, 1993.
DOI : 10.2307/1252054

K. L. Keller, A. Et-david, and . Aaker, Managing the Corporate Brand: The Effects of Corporate Marketing on Consumer Evaluations of Brand Extensions, Marketing Science Institute, pp.97-106, 1994.

K. L. Keller, A. David, and . Aaker, Managing the corporate brand: The effect of corporate marketing activity on consumer evaluations of brand extensions, Working Paper Report, pp.97-106, 1997.

K. Keller and . Lane, Strategic Brand Management, 2ème édition, 2003.

K. L. Keller, R. Et-donald, and . Lehmann, Brands and Branding: Research Findings and Future Priorities, Marketing Science, vol.25, issue.6, pp.740-759, 2006.
DOI : 10.1287/mksc.1050.0153

K. Keller, K. Lane, and . Richey, The importance of corporate brand personality traits to a successful 21st century business, Journal of Brand Management, vol.79, issue.2 February, pp.74-81, 2006.
DOI : 10.1362/026725799784870441

E. Kelly and . Lowell, A 36 Trait Personality Rating Scale, The Journal of Psychology, vol.47, issue.1, pp.97-102, 1940.
DOI : 10.1037/h0072665

H. S. Kim, . Et-aimée, and . Drolet, Choice and self-expression: A cultural analysis of variety-seeking., Journal of Personality and Social Psychology, vol.85, issue.2, pp.373-382, 2003.
DOI : 10.1037/0022-3514.85.2.373

S. King, Developing New Brands, 1973.

S. King, Brand building in the 1990s, Journal of Consumer Marketing, vol.8, issue.4, pp.43-52, 1991.
DOI : 10.1108/07363769110035144

L. Klages, The science of character (Translated 1932), 1926.

R. E. Kleine, S. Iii, J. B. Shultz-kleine, and . Kernan, Mundane Consumption and the Self: A Social-Identity Perspective, Journal of Consumer Psychology, vol.2, issue.3, pp.209-235, 1993.
DOI : 10.1016/S1057-7408(08)80015-0

M. Koebel and R. Ladwein, L'échelle de personnalité de la marque de Jennifer Aaker: Adaptation au contexte français, Décisions Marketing, N°, vol.16, pp.81-88, 1999.

Z. Kunda, Social Cognition: Making Sense of People, 1999.

J. Lacoeuilhe, Le concept d'attachement dans la formation du comportement de fidélité, Revue Française de Marketing, pp.29-42, 1997.

V. Lane and R. Jacobson, Stock Market Reactions to Brand Extension Announcements: The Effects of Brand Attitude and Familiarity, Journal of Marketing, vol.59, issue.1, pp.63-77, 1995.
DOI : 10.2307/1252015

K. Lanning, Robustness is Not Dimensionality: On the Sensitivity of Component Comparability Coefficients to Sample Size, Multivariate Behavioral Research, vol.31, issue.1, pp.33-46, 1996.
DOI : 10.1207/s15327906mbr3101_3

S. J. Levy, Symbols for Sale, Harvard Business Review, vol.37, pp.117-124, 1959.
DOI : 10.4135/9781452231372.n18

S. J. Levy, Interpreting Consumer Mythology: A Structural Approach to Consumer Behavior, Journal of Marketing, vol.45, pp.49-61, 1981.
DOI : 10.4135/9781452231372.n51

F. Lievens and S. Highouse, THE RELATION OF INSTRUMENTAL and SYMBOLIC ATTRIBUTES TO A COMPANY'S ATTRACTIVENESS AS AN EMPLOYER, Personnel Psychology, vol.12, issue.6, pp.75-102, 2003.
DOI : 10.1037//0022-3514.57.1.120

F. Mael, E. Blake, and . Ashford, Alumni and their alma mater: A partial test of the reformulated model of organizational identification, Journal of Organizational Behavior, vol.38, issue.2, pp.103-123, 2000.
DOI : 10.1002/job.4030130202

S. Magin, R. Algesheimer, F. Huber, and A. Herrmann, The Impact of Brand Personality and Customer Satisfaction on Customer's Loyalty: Theoretical Approach and Findings of a Causal Analytical Study in the Sector of Internet Service Providers, Electronic Markets, vol.13, issue.4, pp.294-308, 2003.
DOI : 10.1080/1019678032000135572

N. K. Malhotra, A Scale to Measure Self-Concepts, Person Concepts, and Product Concepts, Journal of Marketing Research, vol.18, issue.4, pp.456-464, 1981.
DOI : 10.2307/3151339

H. Markus and P. Nurius, Possible selves., American Psychologist, vol.41, issue.9, pp.954-969, 1986.
DOI : 10.1037/0003-066X.41.9.954

R. R. Mccrae, T. Paul, and . Costa-jr, Updating Norman's "adequacy taxonomy": Intelligence and personality dimensions in natural language and in questionnaires., Journal of Personality and Social Psychology, vol.49, issue.3, pp.710-721, 1985.
DOI : 10.1037/0022-3514.49.3.710

R. R. Mccrae, T. Paul, and . Costa-jr, Validation of the five-factor model of personality across instruments and observers., Journal of Personality and Social Psychology, vol.52, issue.1, pp.81-90, 1987.
DOI : 10.1037/0022-3514.52.1.81

R. R. Mccrae, T. Paul, and . Costa-jr, A Five-Factor Theory of Personality, Handbook of Personality, pp.139-153, 1990.

R. R. Mccrae, A. Et, and . Terracciano, Universal Features of Personality Traits From the Observer's Perspective: Data From 50 Cultures., Journal of Personality and Social Psychology, vol.88, issue.3, pp.547-561, 2005.
DOI : 10.1037/0022-3514.88.3.547

G. Miller, The magical number seven, plus or minus two: some limits on our capacity for processing information., Psychological Review, vol.63, issue.2, pp.81-97, 1956.
DOI : 10.1037/h0043158

W. A. Mindak, Fitting the Semantic Differential to the Marketing Problem, Journal of Marketing, vol.25, issue.4, pp.28-33, 1961.
DOI : 10.2307/1248988

A. Mitchell and J. C. Olson, Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?, Journal of Marketing Research, vol.18, issue.3, pp.318-332, 1982.
DOI : 10.2307/3150973

N. Mizik and R. Jacobson, Trading Off Between Value Creation and Value Appropriation: The Financial Implications of Shifts in Strategic Emphasis, Journal of Marketing, vol.67, issue.1, pp.63-76, 2003.
DOI : 10.1509/jmkg.67.1.63.18595

B. Moingeon and B. Ramanantsoa, Understanding corporate identity: the French school of thought, European Journal of Marketing, vol.31, issue.5/6, pp.383-395, 1997.
DOI : 10.1108/eb060638
URL : https://hal.archives-ouvertes.fr/hal-00465891

B. Müller and J. Chandon, The Impact of Visiting a Brand Website on Brand Personality, Electronic Markets, vol.13, issue.3, pp.210-221, 2003.
DOI : 10.1080/1019678032000108301

R. A. Nagy, W. Et-robert, and . Obenberger, Factors Influencing Individual Investor Behavior, Factors Influencing Individual Investor Behavior, pp.63-68, 1994.
DOI : 10.2469/faj.v50.n4.63

R. G. Netemeyer, S. Burton, and D. R. Lichtenstein, Trait Aspects of Vanity: Measurement and Relevance to Consumer Behavior, Journal of Consumer Research, vol.21, issue.4, pp.612-626, 1995.
DOI : 10.1086/209422

W. T. Norman, Toward an adequate taxonomy of personality attributes: Replicated factor structure in peer nomination personality ratings., The Journal of Abnormal and Social Psychology, vol.66, issue.6, pp.574-583, 1963.
DOI : 10.1037/h0040291

W. T. Norman, 800 Personality Trait Descriptors: Normative Operating Characteristics for a University Population, 1967.

J. C. Nunnally, Psychometric Theory, 1ère édition, 1967.

J. C. Nunnally, Psychometric Theory, 2ème édition, 1978.

J. C. Nunnally, H. Et-ira, and . Bernstein, Psychometric Theory, 3ème édition, 1994.

W. Olins, Corporate Personality, 1978.

W. Olins, Corporate Personality, 1989.

W. Olins, How brands are taking over the corporation, 2000.

C. E. Osgood, J. George, . Suci, H. Percy, and . Tannenbaum, The Measurement of Meaning, 1957.

L. Paddison, The Targeted Approach to Recruitment, Personnel Management, vol.22, issue.11, pp.54-58, 1990.

C. Park, B. J. Whan, D. J. Jaworski, and . Innis, Strategic Brand Concept-Image Management, Journal of Marketing, vol.50, issue.4, pp.135-145, 1986.
DOI : 10.2307/1251291

D. Peabody, Selecting representative trait adjectives., Journal of Personality and Social Psychology, vol.52, issue.1, pp.59-71, 1987.
DOI : 10.1037/0022-3514.52.1.59

D. Peabody and L. R. Goldberg, Some determinants of factor structures from personality-trait descriptors., Journal of Personality and Social Psychology, vol.57, issue.3, pp.552-567, 1989.
DOI : 10.1037/0022-3514.57.3.552

D. Peppers and M. Rogers, The one to one future, International Business Review, vol.4, issue.4, 1993.
DOI : 10.1016/0969-5931(95)90009-8

L. A. Pervin, Handbook of Personality: Theory and Research, 1990.

I. Phau, . Et-kong-cheen, and . Lau, Brand personality and consumer self-expression: Single or dual carriageway?, Journal of Brand Management, vol.8, issue.6, pp.428-444, 2001.
DOI : 10.1057/palgrave.bm.2540042

J. T. Plummer, How Personality Makes a Difference, Journal of Advertising Research, vol.40, issue.6, pp.27-31, 1984.
DOI : 10.2501/JAR-40-6-79-83

T. B. Poiesz, The image concept: Its place in consumer psychology, Journal of Economic Psychology, vol.10, issue.4, pp.457-472, 1989.
DOI : 10.1016/0167-4870(89)90038-X

H. Rao, K. Et, and . Sivakumar, Institutional Sources of Boundary-Spanning Structures: The Establishment of Investor Relations Departments in the Fortune 500 Industrials, Organization Science, vol.10, issue.1, pp.27-42, 1999.
DOI : 10.1287/orsc.10.1.27

R. K. Ratner, E. Barbara, D. Kahn, and . Kahneman, Choosing Less???Preferred Experiences For the Sake of Variety, Journal of Consumer Research, vol.26, issue.1, pp.1-15, 1999.
DOI : 10.1086/209547

R. K. Ratner, E. Barbara, and . Kahn, The Impact of Private versus Public Consumption on Variety-Seeking Behavior, Journal of Consumer Research, vol.29, issue.2, pp.246-257, 2002.
DOI : 10.1086/341574

R. Reeves, Reality in Advertising, 1961.

M. L. Richins, Special Possessions and the Expression of Material Values, Journal of Consumer Research, vol.21, issue.3, pp.522-531, 1994.
DOI : 10.1086/209415

C. Rogers, Client-centered therapy, 1951.

J. Rolland, Validité de construct de " marqueurs " des dimensions de personnalité du modèle en cinq facteurs, Européenne de Psychologie Appliquée, pp.317-337, 1993.

R. Jenni and A. Erhenberg, Do Brands Lack Personality? " The R&D Initiative, Research Report, vol.14, 2003.

J. R. Rossiter, The C-OAR-SE procedure for scale development in marketing, International Journal of Research in Marketing, vol.19, issue.4, pp.305-335, 2002.
DOI : 10.1016/S0167-8116(02)00097-6

G. Ryan, M. Gubern, and I. Rodriguez, Recruitment advertising: The marketing-human resource interface, International Advances in Economic Research, vol.21, issue.3, pp.354-364, 2000.
DOI : 10.1007/BF02296114

S. L. Rynes, Recruitment, job choice and post-hire consequences: A call for new research directions, Handbook of industrial and organizational psychology, pp.399-444, 1991.

G. Saucier, Mini-Markers: A Brief Version of Goldberg's Unipolar Big-Five Markers, Journal of Personality Assessment, vol.15, issue.3, pp.506-516, 1994.
DOI : 10.1037//0022-3514.62.6.1025

S. Denise, D. Geoffroy, L. Grdon, and T. W. Aurand, Building Brand Loyalty through Individual Stock Ownership, Journal of Product and Brand Management, vol.13, issue.7, pp.488-497, 2004.

M. Schultz, M. J. Hatch, H. Et-mogens, and . Larsen, The Expressive Organisation: Linking Identity, Reputation and the Corporate Brand, 2000.

D. E. Schultz, J. Et-philip, and . Kitchen, Managing the Changes in Corporate Branding and Communication: Closing and Re-opening the Corporate Umbrella, Corporate Reputation Review, vol.6, issue.4, pp.348-366, 2004.
DOI : 10.1057/palgrave.crr.1540004

H. S. Schwartz, On the Psychodynamics of Organizational Totalitarianism, Journal of Management, vol.13, issue.1, pp.41-54, 1987.
DOI : 10.1177/014920638701300104

S. G. Scott and V. R. Lane, A Stakeholder Approach to Organizational Identity, Academy of Management Review, vol.25, issue.1, pp.43-62, 2000.

J. Séguéla, Hollywood lave plus blanc, 1982.

K. Sentis and H. Markus, Brand Personality and Self, Advertising and Consumer Psychology, pp.132-180, 1986.

M. Sirgy and . Joseph, Self-Concept in Consumer Behavior: A Critical Review, Journal of Consumer Research, vol.9, issue.3, pp.287-300, 1982.
DOI : 10.1086/208924

M. Sirgy and . Joseph, Using self-congruity and ideal congruity to predict purchase motivation, Journal of Business Research, vol.13, issue.3, pp.195-206, 1985.
DOI : 10.1016/0148-2963(85)90026-8

M. Sirgy, D. Joseph, T. F. Grewal, J. Mangleburg, . Park et al., Assessing the Predictive Validity of Two Methods of Measuring Self-Image Congruence, Journal of the Academy of Marketing Science, vol.25, issue.3, pp.229-241, 1997.
DOI : 10.1177/0092070397253004

J. E. Slaughter, J. Michael, S. Zickar, D. C. Highhouse, D. Mohr et al., Personality trait inferences about organizations: Development of a measure and tests of the congruence hypothesis, Paper presented at the 16 th Annual Conference of the Society for Industrial and Organizations Psychology, 2001.

J. E. Slaughter, J. Michael, S. Zickar, D. C. Highhouse, and . Mohr, Personality Trait Inferences About Organizations: Development of a Measure and Assessment of Construct Validity., Journal of Applied Psychology, vol.89, issue.1, pp.85-103, 2004.
DOI : 10.1037/0021-9010.89.1.85

N. Smothers, Can Products and Brands Have Charisma? " in Brand Equity and Advertising: Advertising's role in building strong brands, 1993.

S. Jakub and C. J. Collins, The effects of organizational brand equity on employment brand equity and recruitment outcomes, 2003.

A. J. Spector, Basic Dimensions of the Corporate Image, Journal of Marketing, vol.25, issue.6, pp.47-51, 1961.
DOI : 10.2307/1248513

J. Steenkamp, E. M. , and H. Baumgartner, The Role of Optimum Stimulation Level in Exploratory Consumer Behavior, Journal of Consumer Research, vol.19, issue.3, pp.433-448, 1992.
DOI : 10.1086/209313

J. Steenkamp, E. M. , H. Baumgartner, E. E. Van, and . Vulp, The relationships among arousal potential, arousal and stimulus evaluation, and the moderating role of need for stimulation, International Journal of Research in Marketing, vol.13, issue.4, pp.265-276, 1996.
DOI : 10.1016/S0167-8116(96)00013-4

M. Sujan and J. R. Bettman, Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments, Journal of Consumer Research, vol.12, issue.1, pp.31-46, 1989.
DOI : 10.1086/209033

H. S. Sullivan, The Interpersonal Theory of Psychiatry, 1953.

A. Tellegen, Brief manual for the Multidimensional Personality Questionnaire, 1982.

B. Thompson, Exploratory and Confirmatory Factor Analysis: Understanding Concepts and Applications, 2004.
DOI : 10.1037/10694-000

T. Tinker, METAPHOR OR REIFICATION: ARE RADICAL HUMANISTS REALLY LIBERTARIAN ANARCHISTS?, Journal of Management Studies, vol.11, issue.2, pp.363-384, 1986.
DOI : 10.2307/2089854

C. Terrasse, L'engagement envers la marque. Proposition d'un modèle théorique et application à la comparaison de la fidélité aux marques nationales et aux marques de distributeurs, Thèse doctorale, 2005.
URL : https://hal.archives-ouvertes.fr/pastel-00004619

V. R. Tom, The role of personality and organizational images in the recruiting process, Organizational Behavior and Human Performance, vol.6, issue.5, pp.573-592, 1971.
DOI : 10.1016/S0030-5073(71)80008-9

T. Haridimos, The Missing Link: A Transformational View of Metaphors in Organizational Science, Academy of Management Review, vol.16, issue.3, pp.566-585, 1991.

L. R. Tucker, C. Et, and . Lewis, A reliability coefficient for maximum likelihood factor analysis, Psychometrika, vol.34, issue.1, pp.1-10, 1973.
DOI : 10.1007/BF02291170

E. C. Tupes, E. Et-raymond, and . Christal, Recurrent Personality Factors Based on Trait Ratings, 1961.

D. B. Turban, M. L. Forret, and C. L. Hendrickson, Applicant Attraction to Firms: Influences of Organization Reputation, Job and Organizational Attributes, and Recruiter Behaviors, Journal of Vocational Behavior, vol.52, issue.1, pp.24-44, 1998.
DOI : 10.1006/jvbe.1996.1555

A. Tversky and D. Kahneman, Judgments of and by representativeness, Judgments under Uncertainty: Heuristics and Biases, 1982.
DOI : 10.1017/CBO9780511809477.007

E. Vernette, Personnalité de Marque et Image de Soi, ème congrès international sur les tendances du marketing, 2004.

F. Vigneron, W. Lester, and . Johnson, A Review and a Conceptual Framework of Prestige-Seeking Consumer Behavior, Academy of Marketing Science Review, vol.9, issue.1, pp.1-14, 1999.

F. Vigneron, W. Lester, and . Johnson, Measuring perceptions of brand luxury, Journal of Brand Management, vol.11, issue.6, pp.484-506, 2004.
DOI : 10.1057/palgrave.bm.2540194

C. Viot, Personnalité de la marque : la métaphore justifie-t-elle la transposition d'échelles de personnalité humaine, Conférence ESCP-EAP sur les tendances du marketing, 2006.

P. Vogelheim, D. D. Schoenbachler, L. Geoffroy, C. C. Gordon, and . Gordon, The importance of courting the individual investor, Business Horizons, vol.44, issue.1, pp.69-76, 2001.
DOI : 10.1016/S0007-6813(01)80011-2

B. Wansink, The Impact of Source Reputation on Inferences about Unadvertised Attributes, Advances in Consumer Research Provo, UT: Association for Consumer Research, pp.399-406, 1989.

K. Weigelt and C. Camerer, Reputation and corporate strategy: A review of recent theory and applications, Strategic Management Journal, vol.15, issue.5, pp.443-488, 1988.
DOI : 10.1002/smj.4250090505

J. S. Wiggins, A psychological taxonomy of trait-descriptive terms: The interpersonal domain., Journal of Personality and Social Psychology, vol.37, issue.3, pp.395-412, 1979.
DOI : 10.1037/0022-3514.37.3.395

J. S. Wiggins, Circumplex Models of Interpersonal Behavior, Review of Personality and Social Psychology, vol.1, pp.265-294, 1980.

S. L. Wood, . Et-joffre, and . Swait, Psychological Indicators of Innovation Adoption: Cross-Classification Based on Need for Cognition and Need for Change, Journal of Consumer Psychology, vol.12, issue.1, pp.1-13, 2002.
DOI : 10.1207/S15327663JCP1201_01

A. Xenikou and A. Furnham, A Correlational and Factor Analytic Study of Four Questionnaire Measures of Organizational Culture, Human Relations, vol.49, issue.3, pp.349-371, 1996.
DOI : 10.1177/001872679604900305

Y. Carolyn, A. H. Gutchess, F. Feinberg, and T. A. Polk, A Functional Magnetic Resonance Imaging Study of Neural Dissociations between Brand and Person Judgments, Journal of Consumer Research, vol.33, pp.31-40, 2006.

M. Zuckerman, Behavioral Expressions and Biosocial Bases of Sensation Seeking, 1994.

R. Zhou, . Et-michel-tuan, and . Pham, Promotion and Prevention across Mental Accounts: When Financial Products Dictate Consumers& Investment Goals, Journal of Consumer Research, vol.31, issue.1, pp.125-135, 2004.
DOI : 10.1086/383429

R. Zhou, . Et-michel-tuan, and . Pham, Advances in the Psychology of Consumer Investment, Advances in Consumer Research, pp.604-606, 2004.

N. Le, . Costa, and . Mccrae, contented, confident, self-confident, pessimistic, moody, anxious Shy, self-confident, timid, confident, defensive, inhibited, anxious Moody, irritable, sarcastic, self-centered, loud, hasty, excitable Clear-thinking, self-confident, confident, anxious, efficient, alert, careless Extraversion Warmth Gregariousness Assertiveness Activity Excitement-Seeking Positive Emotions Friendly, warm, sociable, cheerful, aloof, affectionate, outgoing Sociable, outgoing, pleasure-seeking, aloof, talkative, spontaneous, withdrawn Aggressive, shy, assertive, self-confident, forceful, enthusiastic, confident, Energetic, hurried, quick, determined, enthusiastic, aggressive, active Pleasure-seeking, daring, adventurous, charming, handsome, spunky, clever Enthusiastic, humorous, praising, spontaneous, pleasure-seeking, optimistic, jolly Openness to Experience Fantasy Aesthetics Feelings Actions Ideas Values Dreamy, imaginative, humorous, mischievous, idealistic, artistic, complicated Imaginative, artistic, original, enthusiastic, inventive, idealistic, versatile Excitable, spontaneous, insightful, imaginative, affectionate, talkative, outgoing Interests wide, imaginative, adventurous, optimistic, mild, talkative, versatile Idealistic, interests wide, inventive, curious, original, imaginative, insightful Conservative, unconventional, cautious, flirtatious Agreeableness Trust Straightforwardness Altruism Compliance Modesty Tender-Mindedness Forgiving, trusting, suspicious, wary, pessimistic, peaceable, hard-hearted Complicated, demanding, clever, flirtatious, charming, shrewd, autocratic Warm, soft-hearted, gentle, generous, kind, tolerant, selfish Stubborn, demanding, headstrong, impatient, intolerant, outspoken, hard-hearted Show-off, clever, assertive, argumentative, self-confident, aggressive, idealistic Friendly, warm, sympathetic, soft-hearted, gentle, unstable, kind Conscientiousness Competence Order Dutifulness Achievement-Striving Self-Discipline Deliberation Efficient, self-confident, thorough, resourceful, confident, confused, intelligent Organized, thorough, efficient, precise, methodical, absent-minded, careless Defensive, Dimensions Facets Items Neuroticism Anxiety Hostility Depression Self-Consciousness Impulsiveness Vulnerability Anxious, 1992.

&. Costa and . Mccrae, The Revised Neo Personality Inventory (NEO-PI-R) and Neo Five-Factor Inventory (NEO-FFI) Professional Manual, 1992, Odessa FL: Psychological Resource Assessment, Source, p.251

N. Le, . De, . Anxieux, and . Inquiet, sur la défensive, sûr, sûr de soi, pessimiste, nerveux, anxieux Timide, sûr de soi, sûr, défensif, inhibé/introverti, anxieux Moody, irritable, sarcastique, centré sur soi, tapageur, empressé, agité Qui pense clairement, sûr de soi, sûr, anxieux, efficient, alerte, insouciant Extraversion Chaleur Grégarité Assertivité Activité Rech. de sensations Emotions Positives Amical, chaleureux, sociable, gai, distant, affectueux, extraverti Sociable, extraverti, qui recherche du plaisir

O. Ouverture and O. , aux sentiments O. aux actions O. aux idées O. aux valeurs Rêveur, imaginatif, qui a de l'humour, espiègle, idéaliste, artiste, complexe Imaginatif, artiste, original, enthousiaste, inventif, idéaliste, versatile Excité, spontané, qui va au fond des choses, imaginatif, affectif, bavard, extraverti Qui s'intéresse à tout, imaginatif, aventureux, optimiste, doux, bavard, versatile Idéaliste, qui s'intéresse à tout

. Dur-complexe, . Chaleureux, and . Têtu, exigeant, forte tête, impatient, intolérant, franc, dur Show-off, habile, assertive, argumentative, self-confident, agressif, idéaliste Amical, chaleureux, sympathique, compatissant/au coeur tendre, doux, instable, gentil Conscience Compétence Ordre Sens du devoir Rech. de réussite Autodiscipline Délibération Efficace, sûr de soi, qui va au fond des choses, débrouillard, sûr, confus, intelligent Organisé, approfondi, efficace, précis, méthodique, distrait, insouciant Défensif, que l'on peut facilement déconcentrer, Agréabilité Confiance Droiture Altruisme Conformité Modestie Sensibilité Qui pardonne

J. Adaptation-de and . Rolland, Inventaire de Personnalité ? Révisé, 1992.

L. Dimensions-de-la-personnalité-de-la-marque-aux-etats-unis, Dimensions Facettes Items Sincerity Down-to-earth, Honest Wholesome Cheerful Down-to-earth, Family-oriented, Small-town; Honest, Sincere, Real; Wholesome, Original; Cheerful, Sentimental, Friendly. Excitement Daring Spirited Imaginative Up-to-date Daring, Trendy, Exciting; Spirited, Cool, Young; Imaginative, Unique; Up-to-date, Independent, Contemporary. Competence Reliable Intelligent Successful Reliable, Hard-working, Secure; Intelligent, Technical, Corporate; Successful, Leader, Confident. Sophistication Upper-class Charming Upper-class, Glamorous, Good-looking

L. 'échelle-de-personnalité-de-la-marque-de and J. Aaker, adaptation au contexte français Dimensions Items Domination Unique, indépendante, sure d'elle, contemporaine, leader Compétence Fiable, robuste, technique, sûre Consciencieuse Réaliste, travailleuse, organisée, intelligente, honnête Masculinité Masculine, virile, rude Expansivité Audacieuse, imaginative, fougueuse, dans le vent, gagnante, gaie Séduction Envoûtante