Negative Dimensions of Brand Personality

Jenny Jiao, Virginia Tech, USA
Jane Machin, Virginia Tech, USA
This research investigates negative dimensions of brand personality which prior work on brand personality has overlooked. We define negative brand personality and present studies that outline the number and nature of negative personality dimensions. Future research examining the independent influence of positive and negative brand personalities on choice is proposed.
[ to cite ]:
Jenny Jiao and Jane Machin (2011) ,"Negative Dimensions of Brand Personality", 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.