TY - JOUR T1 - How Personality Makes a Difference JF - Journal of Advertising Research JO - J Advert Res SP - 79 LP - 83 DO - 10.2501/JAR-40-6-79-83 VL - 40 IS - 6 AU - Joseph T. Plummer Y1 - 2000/11/01 UR - http://www.journalofadvertisingresearch.com/content/40/6/79.abstract N2 - This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a ‘classic’ - an article that has withstood the test of time. First published in 1984, Plummer develops the theory that it is the brand personality (the part of a brand image that is not purely physical or functional) that determines its appeal - and that measuring and adjusting consumer perceptions of brand personality can really make a difference. He uses Dr Pepper as a case study. ER -