The Relationship Between Brand Personality and Self Construal

Jenny Jiao, University of Iowa, USA
Irwin Levin, University of Iowa, USA
This paper examines the sincere and exciting dimensions of brand personality and individual differences which prior work on consumer-brand relationship has overlooked. The aim of this research is to provide insight in the previously stated question about consumer–brand relationships. The major question is how individual difference affects consumer-brand relationships by attaching to different kinds of brand personalities. This research examines the extent to which Aaker’s (1997) structure of personality attributes is associated with individual difference (either independent or interdependent individual).
[ to cite ]:
Jenny Jiao and Irwin Levin (2011) ,"The Relationship Between Brand Personality and Self Construal", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 829-831.