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An Empirical Investigation of the Product's Package as an Antecedent of Brand Personality

Year: 2005

Type: article

Abstract: Although many studies have been carried out on the measure of brand personality, only a few have focused on marketers ’ communication efforts to convey particular personality traits to their brands and on the complex process of brand personality creation. David Aaker (1996) and Jennifer Aaker (1997) proposed the idea of interdependence between the physical attributes of the brand and its personality. Developing further this idea, we conducted a series of experiments to test the influence of color and shape on the perception of brand personality traits. The findings suggest that both visual characteristics influence the formation of brand personality traits espe-cially for a new product.

Authors: Gaëlle Pantin-sohier, Alain Decrop, Joël Brée

Institutions: University of Namur, Normandie Innovation Marché Entreprise Consommation

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2181796991

FWCI: 2.972

Cites: 33

Cited by: 9

Related to: 10