Got to Get You Into My Life: Do Brand Personalities Rub Off on Consumers?

Ji Kyung Park, University of Minnesota, USA
Deborah Roedder John, University of Minnesota, USA
When consumers use brands with appealing personalities, does the brand’s personality “rub off” on them? We propose that this effect is limited to consumers who hold certain implicit beliefs about their personality.
[ to cite ]:
Ji Kyung Park and Deborah Roedder John (2011) ,"Got to Get You Into My Life: Do Brand Personalities Rub Off on Consumers?", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.