L’échelle de personnalité de la marque de Jennifer Aaker: Adaptation au contexte français

Cet article a pour objectif d’approfondir le concept de personnalité de la marque et de présenter une adaptation au contexte français de l’échelle américaine de personnalité de la marque, mise au point par Jennifer Aaker. Si l’échelle de personnalité de la marque obtenue pour le marché français présente un certain nombre de caractéristiques communes avec l’échelle initiale, elle enregistre toutefois certaines différences. Cette adaptation présente davantage de cohérence avec les apports des théoriciens de la personnalité, les dimensions mises en évidence dans l’échelle adaptée étant fortement convergentes avec les inventaires de personnalité existants .

• Publication year

  1999

• Venue

  Décisions Marketing

• Publication date

  1999-01-01

• Fields of study

  Not labeled

• Identifiers
  DOI 10.7193/dm.016.81.88
• External record

  Open on Semantic Scholar

• Source metadata

  Semantic Scholar

• No claims are published for this paper.

• No concepts are published for this paper.

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