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

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.



Citation:

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.

Authors

Maxim Polonsky, University of Connecticut, USA
Robin Coulter, University of Connecticut, USA



Volume

NA - Advances in Consumer Research Volume 36 | 2009



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