The Big Five and brand personality: Investigating the impact of consumer personality on preferences towards particular brand personality

Riza Casidy Mulyanegara, Yelena Tsarenko, Alastair Andrew Anderson

Research output: Contribution to journal › Article › Research › peer-review

91 Citations (Scopus)

Access to Document

@article{d7d035a3fe1543dbabc7482908ecdb92,

title = "The Big Five and brand personality: Investigating the impact of consumer personality on preferences towards particular brand personality",

author = "Mulyanegara, {Riza Casidy} and Yelena Tsarenko and Anderson, {Alastair Andrew}",

year = "2009",

doi = "10.1057/palgrave.bm.2550093",

language = "English",

volume = "16",

pages = "234 -- 247",

journal = "Journal of Brand Management",

issn = "1350-231X",

publisher = "Palgrave Macmillan",

number = "4",

}

TY - JOUR

T1 - The Big Five and brand personality: Investigating the impact of consumer personality on preferences towards particular brand personality

AU - Mulyanegara, Riza Casidy

AU - Tsarenko, Yelena

AU - Anderson, Alastair Andrew

PY - 2009

Y1 - 2009

U2 - 10.1057/palgrave.bm.2550093

DO - 10.1057/palgrave.bm.2550093

M3 - Article

VL - 16

SP - 234

EP - 247

JO - Journal of Brand Management

JF - Journal of Brand Management

SN - 1350-231X

IS - 4

ER -