Purpose: This paper aims to critique human personality as a theory underpinning brand personality and to propose instead a theory from human perception, and by doing so, to identify universally relevant dimensions. Design/methodology/approach: A review of published measures of brand...

Purpose – The paper aims to investigate the impact of ruthless image on the attractiveness and connectedness of corporate brands. It proposes a model that trust mediates the influence of a ruthless image on these outcomes. The study aims to build upon previous theory which suggests that not...