RT Journal Article
SR Electronic
T1 How Personality Makes a Difference
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 79
OP 83
DO 10.2501/JAR-40-6-79-83
VO 40
IS 6
A1 Joseph T. Plummer
YR 2000
UL http://www.journalofadvertisingresearch.com/content/40/6/79.abstract
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.