Implementing an intended brand personality: a dyadic perspective

  title={Implementing an intended brand personality: a dyadic perspective},
  author={Lucia Mal{\"a}r and Bettina Nyffenegger and Harley Krohmer and Wayne D. Hoyer},
  journal={Journal of the Academy of Marketing Science},
The authors examine the transformation of an intended brand personality (i.e., the way brand management would like consumers to perceive the brand’s personality) into a realized brand personality (i.e., the consumer’s actual perception of the brand’s personality). Drawing on the results of a dyadic empirical cross-industry study of 137 brand managers and 3,048 consumers, the authors show that the singularity of the brand personality profile, the competitive differentiation of the brand, the… 
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