Proceedings of the International Conference on Economics and Banking 2015

Measuring Dimensions Of Brand Personality

Authors
Gatot Wijayanto
Corresponding Author
Gatot Wijayanto
Available Online May 2015.
DOI
https://doi.org/10.2991/iceb-15.2015.1How to use a DOI?
Keywords
Dimensions of Brand Personality, Measuring and Political Party
Abstract
The purpose of this paper is redefining constructs Brand Personality by analyzing the concept and measurement of Brand Personality. Brand personality study be undertaken by identifying and measuring the dimensions of Brand Personality. The problem raised in this paper is composed of brand personality dimensions consist of personality characteristics or different from each measurement (Aaker, 1997; Caprara, 2001; Azoulay and Kapferer, 2003; Guzman and Sierra, 2009; Geuens, et.al. 2009; Muniz and Marchetti, 2012). The approach used in this paper by comparing the concept of personality and measurement of the dimensions of the brand of several researchers who has been tested in their research . Implications of the results of this study will provide the benefits of measuring the dimensions of some of the research which will result in the identification and measurement operation of each dimension of Brand Personality. Original contribution of this paper will redefine the dimensions of Brand Personality constructs.
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Proceedings
International Conference on Economics and Banking (iceb-15)
Part of series
Advances in Economics, Business and Management Research
Publication Date
May 2015
ISBN
978-94-62520-86-8
ISSN
2352-5428
DOI
https://doi.org/10.2991/iceb-15.2015.1How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Gatot Wijayanto
PY  - 2015/05
DA  - 2015/05
TI  - Measuring Dimensions Of Brand Personality
BT  - International Conference on Economics and Banking (iceb-15)
PB  - Atlantis Press
SP  - 1
EP  - 5
SN  - 2352-5428
UR  - https://doi.org/10.2991/iceb-15.2015.1
DO  - https://doi.org/10.2991/iceb-15.2015.1
ID  - Wijayanto2015/05
ER  -