Does the Devil Really Wear Prada? Social Relations Analysis of Brand and Human Personalities

Maxim Polonsky, University of Connecticut, USA
Robin Coulter, University of Connecticut, USA
Our research draws upon theoretical work on brand personality, self-congruity, symbolic interactionism, and interpersonal perception to further explicate human-brand personality associations. We introduce the Social Relations Model (SRM, Kenny 1988) as a methodology that enables us to consider the social meaning of brands across individuals. We report on studies designed to identity automobile and clothing brands for which consumers have a “consensus” brand personality, and then we use those brands in a round-robin experiment consistent with the SRM. Our work contributes both theoretically and methodologically to the research on understanding social perceptions of brands and their users.
[ to cite ]:
Maxim Polonsky and Robin Coulter (2009) ,"Does the Devil Really Wear Prada? Social Relations Analysis of Brand and Human Personalities", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 988-989.