A six-factor model of brand personality and its predictive validity
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...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Drustvo Psihologa Srbije
2017-01-01
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| Series: | Psihologija |
| Subjects: | |
| Online Access: | http://www.doiserbia.nb.rs/img/doi/0048-5705/2017/0048-57051700002Z.pdf |