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
Share Proceeding
Featured papers
See MoreFeatured
The “Break-in” Effect: A Token Gesture Can Increase Task Initiation and Prevent Goal Abandonment
Adelle Xue Yang, National University of Singapore, Singapore
Babu Gounder, University of Miami, USA
Rajesh Bagchi, Virginia Tech, USA
Featured
My Money is Yours, but My Time is Still Mine: Inseparability of Consumption from the Self Increases Control and Giving
John P. Costello, Ohio State University, USA
Selin A. Malkoc, Ohio State University, USA
Featured
Marketing’s Ethical Blind Spot: The Problem with Catering to Customer Preferences
Suneal Bedi, University of Pennsylvania, USA
Sonu Bedi, Dartmouth College, USA