Paper

A new measure of brand personality

Published Jun 1, 2009 · Maggie Geuens, Bert Weijters, K. D. Wulf

International Journal of Research in Marketing

658

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Abstract

Abstract hidden due to publisher request; this does not indicate any issues with the research. Click the full text link above to read the abstract and view the original source.

Observational StudyHighly Cited

Study Snapshot

The new brand personality measure, consisting of five factors influenced by the Big Five human personality dimensions, is reliable and valid for comparing brands across different categories and countries.

PopulationOlder adults (50-71 years)

Sample size24

MethodsObservational

OutcomesBody Mass Index projections

ResultsSocial networks mitigate obesity in older groups.

A new measure of brand personality

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