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CAN A BRAND BE CHEEKY?

Michael Bryan. Alt, Steve Griggs

Open publisher page 55 citations

Abstract

The majority of advertising agencies and brand managers of advertised brands believe their brands have human personalities. There are four areas where brand personality is important. You can ask whether or not people would like a brand for a friend, and what constitutes an attractive personality will differ between product fields. Understanding of a brand's personality will aid advertising professionals. Brand personality profile should help ailing brands if they are in need of personality modification.

About this research paper

What this paper is about

The majority of advertising agencies and brand managers of advertised brands believe their brands have human personalities. There are four areas where brand personality is important. You can ask whether or not people would like a brand for a friend, and what constitutes an attractive personality will differ between product fields. Understanding of a brand's personality will aid advertising professionals. Brand personality profile should help ailing brands if they are in need of personality modification.

Why it matters

OpenAlex reports 55 citations for this work. Citation counts describe recorded attention and do not establish research quality.

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Method / approach

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Available abstract

The majority of advertising agencies and brand managers of advertised brands believe their brands have human personalities. There are four areas where brand personality is important. You can ask whether or not people would like a brand for a friend, and what constitutes an attractive personality will differ between product fields. Understanding of a brand's personality will aid advertising professionals. Brand personality profile should help ailing brands if they are in need of personality modification.

Key concepts: Personality, Brand management, Advertising, Personality psychology, Brand awareness, Business, Brand equity, Product (mathematics)

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CAN A BRAND BE CHEEKY? — Research Paper | ScholarLens