Towards a micro conception of brand personality: An application for print media brands in a French context

This paper reviews within the marketing field the concept of brand personality, its different available measures and its main limitations. Hence, the study proposes to make a distinction between macro and micro approaches of brand personality. Then a quantitative study in the field of print media brands is performed on 780 respondents and 24 publications. The results show, firstly, the advantages of the micro approach for studying a specific sector. Secondly, the findings indicate the operational validity of the approach pursued in this research, particularly concerning the capacity of the brand personality concept to predict consumers' self-identification to the brands.