Приказ основних података о документу
A six-factor model of brand personality and its predictive validity
dc.creator | Živanović, Marko | |
dc.creator | Čerović, Sofija | |
dc.creator | Bjekić, Jovana | |
dc.date.accessioned | 2021-04-20T12:51:50Z | |
dc.date.available | 2021-04-20T12:51:50Z | |
dc.date.issued | 2017 | |
dc.identifier.issn | 0048-5705 | |
dc.identifier.uri | http://rimi.imi.bg.ac.rs/handle/123456789/769 | |
dc.description.abstract | The study examines applicability and usefulness of HEXACO-based model in the description of brand personality. Following contemporary theoretical developments in human personality research, Study 1 explored the latent personality structure of 120 brands using descriptors of six personality traits as defined in HEXACO model: Honesty-Humility, Emotionality, Extraversion, Agreeableness, Conscientiousness, and Openness. The results of exploratory factor analyses have supported HEXACO personality six-factor structure to a large extent. In Study 2 we addressed the question of predictive validity of HEXACO-based brand personality. Brand personality traits, but predominantly Honesty-Humility, accounted for substantial amount of variance in prediction of important aspects of consumer-brand relationship: attitude toward brand, perceived quality of a brand, and brand loyalty. The implications of applying HEXACO-based brand personality in marketing research are discussed. | en |
dc.publisher | Društvo psihologa Srbije, Beograd | |
dc.relation | info:eu-repo/grantAgreement/MESTD/Basic Research (BR or ON)/179018/RS// | |
dc.relation | info:eu-repo/grantAgreement/MESTD/Basic Research (BR or ON)/175012/RS// | |
dc.rights | openAccess | |
dc.rights.uri | https://creativecommons.org/licenses/by-sa/4.0/ | |
dc.source | Psihologija | |
dc.subject | brand personality | en |
dc.subject | Honesty-Humility | en |
dc.subject | HEXACO | en |
dc.subject | brand trust | en |
dc.title | A six-factor model of brand personality and its predictive validity | en |
dc.type | article | |
dc.rights.license | BY-SA | |
dc.citation.epage | 155 | |
dc.citation.issue | 2 | |
dc.citation.other | 50(2): 141-155 | |
dc.citation.rank | M23 | |
dc.citation.spage | 141 | |
dc.citation.volume | 50 | |
dc.identifier.doi | 10.2298/PSI161031002Z | |
dc.identifier.fulltext | http://rimi.imi.bg.ac.rs/bitstream/id/586/766.pdf | |
dc.identifier.scopus | 2-s2.0-85023168254 | |
dc.identifier.wos | 000406761100003 | |
dc.type.version | publishedVersion |