Implementing an intended brand personality a dyad

Authors: Lucia Malär Bettina Nyffenegger Harley Krohmer Wayne D Hoyer

Publish Date: 2011/02/25

Volume: 40, Issue: 5, Pages: 728-744

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Abstract

The authors examine the transformation of an intended brand personality ie the way brand management would like consumers to perceive the brand’s personality into a realized brand personality ie the consumer’s actual perception of the brand’s personality Drawing on the results of a dyadic empirical crossindustry study of 137 brand managers and 3048 consumers the authors show that the singularity of the brand personality profile the competitive differentiation of the brand the credibility of brand communication consumers’ depth of product involvement and consumers’ prior brand attitude all affect the degree to which the realized brand personality resembles the intended brand personality

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