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Title: Brand personality inference: The moderating role of product meaning
Authors: Kum, D.
Bergkvist, L.
Lee, Y.H. 
Leong, S.M. 
Keywords: basic level
brand personality
functional products
inference making
symbolic products
Issue Date: 2012
Citation: Kum, D., Bergkvist, L., Lee, Y.H., Leong, S.M. (2012). Brand personality inference: The moderating role of product meaning. Journal of Marketing Management 28 (11-12) : 1291-1304. ScholarBank@NUS Repository.
Abstract: This study draws on categorisation theory to investigate how consumers make brand personality inferences. Its purpose is to determine the basic category at which consumers make brand personality inferences and whether this level varies for functional and symbolic products. Experimental results show that the basic level of categorisation for brand personality inferences is the brand level for symbolic products and the product type level for functional products. These findings suggest that managers may have less latitude to adopt diverse personalities for functional than symbolic products. The study also demonstrates that, in contrast to prior work, future research on brand personality should consider a wider range of sources of personality. © 2012 Copyright 2012 Westburn Publishers Ltd.
Source Title: Journal of Marketing Management
ISSN: 0267257X
DOI: 10.1080/0267257X.2011.645860
Appears in Collections:Staff Publications

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