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New Meanings for Marketing in a New Millennium pp 186–190Cite as

Summary Brief — The Brand Personality as a Basis for Consumer-Brand Relationships

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Abstract

This paper presents the results of an empirical study on the efficacy of the perceived brand personality as a basis for consumer-brand relationships. The results indicate that the perceived brand personality affects both the strength and character of consumer-brand relationships.

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REFERENCES

  • Aaker, David A. 1996. Building Strong Brands. New York: The Free Press: 138–174.

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  • Blackston, Max. 1993. “Beyond Brand Personality: Building Brand Relationships.” In Brand Equity and Advertising. Eds. David A. Aaker and Alexander L. Biel. Hillsdale, NJ: Lawrence Erlbaum Associates, 113–134.

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  • Brown, Donald E. 1991. Human Universals. New York: McGraw-Hill.

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  • Fournier, Susan. 1998. “Consumers and Their Brands: Developing Relationship Theory in Consumer Research.” Journal of Consumer Research 24 (March): 343–373.

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  • Hayes, J. Bryan. 1999. “Antecedents and Consequences of Brand Personality,” Dissertation. Mississippi State University.

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  • Posner, Fred. 1993. “You Have to Have a Brand Become a Friend.” speech given to the Advertising and Promotion Workshop. (February).

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Author information

Authors and Affiliations

  1. Mississippi, USA

    J. Bryan Hayes, Louis M. Capella & Bruce L. Alford

Authors
  1. J. Bryan Hayes
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  2. Louis M. Capella
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  3. Bruce L. Alford
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Editor information

Editors and Affiliations

  1. Mississippi State University, Mississippi State, Mississippi, USA

    Melissa Moore

  2. Mississippi State University, Mississippi State, Mississippi, USA

    Robert S. Moore

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© 2015 Academy of Marketing Science

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Hayes, J.B., Capella, L.M., Alford, B.L. (2015). Summary Brief — The Brand Personality as a Basis for Consumer-Brand Relationships. In: Moore, M., Moore, R. (eds) New Meanings for Marketing in a New Millennium. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11927-4_57

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