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Brand Relationships: A Personality-Based Approach

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DOI: 10.4236/jssm.2010.32026    9,293 Downloads   20,169 Views   Citations

ABSTRACT

The authors investigated the relationship between brand personality and brand relationships. The conceptual model was based on the hypothesis that brand personality may nurture specific consumer-brand relationships and that these relationships may influence the quality of the ties that consumers develop with brands. An instrument from intimate interpersonal relationships was used to measure consumer-brand relationships. An SEM analysis conducted on a sample of 733 consumer-brand relationships, involving nine highly known brands of different product categories, gave support to the theory. The research offers two significant contributions by: 1) Emphasizing the role of consumer-brand relationship in understanding multi-brand, symbolic consumption and 2) Offering a holistic perspective in the understanding of brand personality.

Conflicts of Interest

The authors declare no conflicts of interest.

Cite this paper

H. Nobre, K. Becker and C. Brito, "Brand Relationships: A Personality-Based Approach," Journal of Service Science and Management, Vol. 3 No. 2, 2010, pp. 206-217. doi: 10.4236/jssm.2010.32026.

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