PT  - JOURNAL ARTICLE
AU  - Joseph T. Plummer
TI  - How Personality Makes a Difference
AID  - 10.2501/JAR-40-6-79-83
DP  - 2000 Nov 01
TA  - Journal of Advertising Research
PG  - 79--83
VI  - 40
IP  - 6
4099  - http://www.journalofadvertisingresearch.com/content/40/6/79.short
4100  - http://www.journalofadvertisingresearch.com/content/40/6/79.full
SO  - J Advert Res2000 Nov 01; 40
AB  - 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.