Who Is the Brand Creator? the Effect of Different Brand Biographies on the Perception of Brand Personality

Marc Linzmajer, Zeppelin University, Germany
Jana Hauck, Zeppelin University, Germany
Marco Hubert, Zeppelin University, Germany
Reinhard Prügl, Zeppelin University, Germany
Based on the relationship model this paper investigates the role of different brand biographies and hypothesizes that they lead to different consumer perceptions of brand personality. First results of our exploratory experimental study show that there are significant differences between both brand creators and the perception of brand personality dimensions.
[ to cite ]:
Marc Linzmajer, Jana Hauck, Marco Hubert, and Reinhard Prügl (2012) ,"Who Is the Brand Creator? the Effect of Different Brand Biographies on the Perception of Brand Personality", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1131-1131.