Article citationsMore>>

O. P. John and S. Srivastava, “The Big Five Trait Taxonomy: History, Measurement, and Theoretical Perspectives,” In: L. A. Pervin and O. P. John, Eds., Handbook of Personality: Theory and Research, 2nd Edition, Guildford Press, New York, 1999, pp. 102-138.

has been cited by the following article:

• TITLE: Brand Relationships: A Personality-Based Approach

  AUTHORS: Helena M. Nobre, Kip Becker, Carlos Brito

  KEYWORDS: Brand Personality, Brand Relationships, Interpersonal Relationship Theory

  JOURNAL NAME: Journal of Service Science and Management, Vol.3 No.2, June 29, 2010

  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.