The Forgotten Brand Personality Dimension

Iftakar Haji, Aston University, UK
Heiner Evanschitzky, Aston University, UK
Ian Combe, Aston University, UK
Andrew Farrell, Aston University, UK
The paper focuses on the importance of negative brand personality, to reflect emotions associated with tension, anxiety or frustration. Four adjacent studies were conducted to first develop a measure for negative brand personality traits and secondly, identify their antecedents as well as consequences. Key findings are depicted in conceptual model.
[ to cite ]:
Iftakar Haji, Heiner Evanschitzky, Ian Combe, and Andrew Farrell (2012) ,"The Forgotten Brand Personality Dimension", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 442-453.