Le champ de recherche dédié à la personnalité des marques fait l'objet de nombreux débats, tant sur un plan conceptuel que méthodologique: les fondements théoriques sont souvent remis en cause, alors que les échelles de mesure sont souvent décriées comme étant des réplications parfois inadaptées d'inventaires de la personnalité humaine. De plus, certains chercheurs s'interrogent sur la pertinence du concept de personnalité au-delà du produit lui-même. À la lumière de ces critiques, cet article a pour principal objectif d'interroger l'intérêt du concept de personnalité pour le marketing et de discuter ses fondements. Afin de répondre à la problématique de l'influence de la catégorie de produits sur la personnalité des marques, les auteurs proposent un inventaire de mesure de la personnalité spécifique au domaine des marques et le testent sur 14 catégories de produits et services. Les résultats permettent de confirmer l'intérêt de L'échelle proposée sur un plan opérationnel, notamment grâce à la stabilité de sa structure à travers les catégories de produits.
AakerD.A. (1996), Building strong brands, New York, Free Press.
2.
AakerJ.L.FournierS. (1995), A brand as a character, a partner and a person: three perspectives on the question of brand personality, in KadesF.SujanM. (coord.), Advances in Consumer Research, 22, Boston, MA, Association for Consumer Research, 391–395.
3.
AakerJ.L. (1997), Dimensions of brand personality, Journal of Marketing Research, 34, 3, 347–356.
4.
AakerJ.L. (1999), The malleable self: the role of self-expression in persuasion, Journal of Marketing Research, 36, 1, 45–57.
5.
AakerJ.L.Benet-MartinezV.GaroleraJ. (2001), Consumption symbols as carriers of culture: a study of Japanese and Spanish brand personality constructs, Journal of Personality and Social Psychology, 81, 3, 492–508.
AggarwalP.McGillA.L. (2007), Is that car smiling at me? Schema congruity as a basis for evaluating anthropomorphized products, Journal of Consumer Research, 34, 4, 468–479.
8.
AhuviaA. (2005), Beyond the extended self: loved objects and consumers' identity narratives, Journal of Consumer research, 32, 1, 171–185.
9.
AmbroiseL. (2005), La personnalité de la marque: contribution théoriques, méthodologiques et managériales, Thèse de doctorat en sciences de gestion, Université Pierre-Mendès-France, Grenoble 2 — ESA.
10.
AmbroiseL. (2006), La personnalité de la marque: une contribution réelle à leur gestion ?, Revue Française de Marketing, 207, 2/5, 25–41.
11.
AurierP. (1991), Recherche de variété: un concept majeur de la théorie en marketing, Recherche et Applications Marketing, 6, 1, 85–106.
12.
AzoulayA. (2008), La personnalité des marques explique-t-elle les comportements ? Mesure du concept et investigation empirique de l'influence de la personnalité des marques corporate sur le comportement du consommateur, de l'investisseur individuel et du candidat potentiel à un poste, Thèse de doctorat en sciences de gestion, GREGHEC - UMR 2959, HEC, Jouy-en-Josas.
13.
AzoulayA.KapfererJ.-N. (2002), Les échelles de personnalité de marque mesurent-elles réellement la personnalité ?, Actes de la Journée thématique AFM-IRG / Les marques, Paris, 12 décembre, Association Française de Marketing.
14.
BagozziR.P.YiY. (1989), On the use of structural equation models in experimental designs, Journal of Marketing Research, 26, 3, 271–284.
15.
BatraR.HomerP.M. (2004), The situational impact of brand image beliefs, Journal of Consumer Psychology, 14, 3, 318–330.
16.
BatraR.LehmannD.R.SinghD. (1993), The brand personality component of brand goodwill: some antecedents and consequences, Brand Equity & Advertising, Hillsdale, NJ, Lawrence Erlbaum Associates, 83–96.
17.
BatraR.LenkL.WedelM. (2010), Brand extension strategy planning: empirical estimation of brand-category personality fit and atypicality, Journal of Marketing Research, 47, 2, 335–347.
18.
BauerH.H.MäderR.KellerT. (2000), An investigation of the brand personality scale assessment of validity and implications with regard to brand policy in European cultural domains, Actes de la Multicultural Marketing Conference, Academy of Marketing Science, Hong-Kong.
19.
BelkR.W. (1988), Possessions and the extended self, Journal of Consumer Research, 15, 2, 139–168.
20.
BelkR.W.BahnK.D.MayerR.N. (1982), Developmental recognition of consumption symbolism, Journal of Consumer Research, 9, 2, 4–17.
BielA.L. (1993), Converting image into equity, Brand equity & advertising, Hillsdale, NJ, Lawrence Erlbaum Associates, 67–82.
23.
BlockJ. (1995), A contrarian view of the five-factor model approach to personality description, Psychological Bulletin, 117, 2, 187–215.
24.
BlochH.ChemenaR.GalloA.LeconteP.Le NyF.G.PasselJ.MoscoviciS.ReuchlinM.VurpillotE. (1991), Grand dictionnaire de la psychologie, Paris, Larousse.
25.
CapraraG.V.BarbaranelliC.GuidoG. (2001), Brand personality: how to make the metaphor fit?, Journal of Economic Psychology, 22, 3, 377–395.
26.
CapraraG.V.BarbaranelliC.LiviS. (1994), Mapping personality dimension in the big five model, European Review of Applied Psychology, 44, 1, 9–15.
27.
CarrS.D. (1996), The cult of brand personality, Marketing News, 30, 10, 4–5.
28.
ChinW.W. (2010), Methods and applications in marketing and related fields, a permutation based procedure for multi-group PLS analysis: results of tests of differences on simulated data and a cross cultural analysis of the source, in VinziV.E.ChinW.W.HenselerJ.WangH. (coord.), Handbook of partial least squares concepts: concepts, methods and applications, New York, Springer Handbooks of Computational Statistics.
29.
CornelissenJ.P. (2003), Metaphor as a method in the domain of marketing, Psychology & Marketing, 20, 3, 209–225.
30.
D'AstousA.LevesqueM. (2003), A scale for measuring store personality, Psychology and Marketing, 20, 5, 4554–69.
31.
De ChernatonyL.Dall'OlmoR.F. (1998), Modelling the components of the brand, European Journal of Marketing, 32, 11/12, 1074–1090.
32.
De MontmollinG. (1965), La notion d'interaction et les théories de la personnalité, in Les modèles de la personnalité en psychologie, Paris, PUF.
33.
De RaadB.SzirmákZ. (1994), The search for the ‘big five’ in a non-Indo-European language; the Hungarian trait structure and its relationship to the EPQ and the PTS, European Review of Applied Psychology, 44, 1, 17–24.
34.
DigmanJ.M. (1990), Personality structure: emergence of the five-factor model, Annual Review of Psychology, 41, 417–440.
35.
ElliottR.WattanasuwanK. (1998), Brands as symbolic resources for the construction of identity, International Journal of Advertising, 17, 2, 131–144.
36.
EpleyN.WaytzA.AkalisS.CacioppoJ.T. (2008), When we need a human: motivational determinants of anthropomorphism, Social Cognition, 26, 2, 143–155.
37.
EpleyN.WaytzA.CacioppoJ.T. (2007), On seeing human: a three-factor theory of anthropomorphism, Psychological Review, 114, 4, 864–886.
38.
ErdoganB.Z. (1999), Celebrity endorsement: a literature review, Journal of Marketing Management, 15, 4, 291–315.
39.
FerrandiJ.-M.Fine-FalcyS.Valette-FlorenceP. (1999), L'échelle de personnalité des marques appliquée au contexte français: un premier test, in HetzelP.UsunierJ.C. (coord.), Actes du Congrès international de l'Association Française de Marketing, 15, Strasbourg, Association Française de Marketing, 1089–1112.
40.
FerrandiJ.-M.Valette-FlorenceP. (2002), Premiers test et validation de la transposition d'une échelle de personnalité humaine aux marques, Recherche et Applications en Marketing, 17, 3, 21–40.
41.
FornellC.LarckerD.F. (1981), Evaluating structural equations models with unobservable variables and measurement error, Journal of Marketing Research, 18, 1, 39–50.
42.
FournierS. (1991), A meaning-based framework for the study of consumer-object relations, in KadesF.SujanM. (coord.), Advances in Consumer Research, 18, Provo, UT, Association for Consumer Research, 736–742.
43.
FournierS. (1998), Consumers and their brands: developing relationship theory in consumer research, Journal of Consumer Research, 24, 4, 343–373.
FournierS.YaoJ.L. (1996), Reviving brand loyalty: A conceptualization within the framework of consumer-brand relationships, International Journal of Research in Marketing, 14, 5, 451–472.
46.
FrelingT.ForbesL. (2005), An examination of brand personality through methodological triangulation, Journal of Brand Management, 13, 2, 148–162.
47.
FunderD.C. (2001), Personality, Annual Review of Psychology, 52, 197–221.
48.
GardnerW.L.KnowlesM.L. (2008), Love makes you real: favorite television characters are perceived as “real” in a social facilitation paradigm, Social Cognition, 26, 2, 156–168.
49.
Gavard-PerretM.-L.MoscarolaJ. (1998), Énoncé ou énonciation ? Deux objets différents de l'analyse lexicale en marketing, Recherche et Applications en Marketing, 13, 2, 31–47.
50.
GoldbergL.R. (1982), From ace to zombie: some explorations in the language of personality, in SpielbergerD.ButcherJ.N. (coord.), Advances in personality assessment, vol. 1, Hillsdale, NJ, Erlbaum, 203–234.
51.
GuthrieS.E. (1993), Faces in the clouds: a new theory of religion, New York-Oxford, Oxford University Press.
52.
GuizaniH. (2008), Personnalité de la marque et capital marque: essai de construction d'un modèle intégrateur, Thèse de doctorat en sciences de gestion, Université Pierre-Mendès-France, Grenoble 2, CERAG — UMR 5820.
53.
HuteauM. (1985), Les conceptions cognitives de la personnalité, Paris, PUF.
54.
HofsteeW.K.B.De RaadB.GoldbergL.R. (1992), Integration of the big five and circumplex approaches to trait structure, Journal of Personality and Social Psychology, 63, 1, 146–163.
55.
JöreskogK.G. (1971), Statistical analysis of sets of congeneric tests, Psychometrika, 36, 2, 109–133.
56.
KapfererJ.-N. (2007), Les marques, capital de l'entreprise, 4e édition, Paris, Eyrolles.
57.
KapfererJ.-N. (2005), Ce qui va changer les marques, 2e édition, Paris, Éditions d'Organisation.
58.
KapfererJ.-N.VariotJ.-F. (1985), Les six facettes de l'image du distributeur, Points de Vente, n° 288, 15 octobre.
KellerK.L. (1993), Conceptualizing, measuring, and managing customer-based brand equity, Journal of Marketing, 57, 1, 1–22.
61.
KleinN. (2003), No logo — La tyrannie des marques, Paris, Actes Sud.
62.
KoëbelM.-N.LadweinR. (1999), L'échelle de personnalité de la marque de Jennifer Aaker: adaptation au contexte français, Décisions Marketing, 16, 1, 81–88.
63.
LandonL.E. (1974), Self-concept, ideal self-concept and consumer purchase intentions, Journal of Consumer Research, 1, 3, 44–51.
64.
LannonJ. (1993), Asking the right questions: what people do with advertising?, in AakerD.A.BielA.L. (coord.), Brand equity and advertising, Hillsdale, NJ, Lawrence Erlbaum Associates, 164–176.
65.
LevyS.J. (1959), Symbols for sale, Harvard Business Review, 37, 4, 117–124.
66.
LewiG.LacoeuilheJ. (2007), Branding management - De l'idée à l'action, 2e édition, Paris, Vuibert.
67.
McCrackenG. (1989), Who is the celebrity endorser? Cultural foundations of the endorsement process, Journal of Consumer Research, 16, 3, 310–321.
68.
McCrackenG. (1993), The value of brand: an anthropological perspective, in AakerD.A.BielA.L. (coord.), Brand equity and advertising, Hillsdale, NJ, Lawrence Erlbaum Associates, 125–139.
69.
McCraeR.R. (2001), Trait psychology and culture: exploring intercultural comparisons, Journal of Personality, 69, 6, 819–846.
70.
MarshH.W.TraceyD.K.CravenR.G. (2006), Multidimensional self-concept structure for preadolescents with mild intellectual disabilities. A hybrid multi-group-MIMC approach to factorial invariance and latent mean differences, Educational and Psychological Measurement, 66, 5, 795–818.
71.
MarshH.W.EllisL.A.ParadaR.H.RichardsG.HeubeckB.G. (2005), A short version of the self description questionnaire II: operationalizing criteria for short-form evaluation with new applications of confirmatory factor analyses, Psychological Assessment, 17, 1, 81–102.
72.
MichelG. (1999), Evolution des marques: approche par la théorie du noyau central, Recherche et Applications en Marketing, 14, 4, 33–53.
73.
MickD.G. (1986), Consumer research and semiotics: exploring the morphology of signs, symbols, and significance, Journal of Consumer Research, 13, 4, 196–213.
74.
MollaretP.MignonA. (2006), Vers une approche psychosociale du jugement de « personnalité », Psychologie Française, 51, 307–325.
75.
MüllerB.ChandonJ.-L. (2003), The impact of visiting a brand website on brand personality, Electronic Markets, 13, 3, 210–221.
76.
MurphyG.L.MedinD.L. (1985), The role of theories in conceptual coherence, Psychological Review, 92, 3, 289–316.
77.
OlsonJ.C. (1978), Inferential belief formation in the cue utilization process, Advances in Consumer Research, 5, 706–713.
78.
OzerD.J.ReiseS.P. (1994), Personality assessment, Annual Reviews of Psychology, 45, 357–388.
79.
Pantin-SohierG. (2009), L'influence du packaging sur les associations fonctionnelles et symboliques de l'image de marque, Recherche et Applications en Marketing, 24, 2, 53–72.
80.
PeabodyD. (1987), Selecting representative trait adjectives, Journal of Personality and Social Psychology, 52, 1, 59–71.
81.
PervinL.A.JohnO.P. (2001), Personality — Theory and research, 8e édition, New York, Wiley & Sons Inc.
82.
PhauI.LauK.C. (2001), Brand personality and consumer self-expression: single or dual carriageway?, Brand Management, 8, 6, 428–444.
83.
PinsonC. (1986), An implicit product theory approach to consumers' inferential judgments about products, International Journal of Research in Marketing, 3, 1, 19–38.
84.
RollandJ.-P. (1993), Validité de construct de ‘marqueurs’ des dimensions de personnalité du modèle en cinq facteurs, European Review of Applied Psychology, 43, 4, 317–337.
85.
RomaniukJ. (2004), Does your brand have a multiple personality issue?, B&T, 54, 2457, 9–24.
86.
RomaniukJ.ErhenbergA. (2003), Do brands lack personality? In The R&D Initiative, Research report 14, Marketing Science Centre, Adelaide and South Bank University, Londres.
87.
SicardM.C. (2008), Identité de marque, 2e édition, Paris, Eyrolles.
88.
SupphellenM.GronhaugK. (2003), Building foreign brand personalities in Russia: the moderating effect of consumer ethnocentrism, International Journal of Advertising, 22, 2, 203–226.
89.
TuckerW.T.PainterJ.J. (1961), Personality and product use, Journal of Applied Psychology, 45, 4, 325–329.
90.
TylerB. (1996), Source and surface traits: structure and interpretation, European Review of Applied Psychology, 46, 1, 57–65.
91.
Valette-FlorenceR.De BarnierV. (2009), Les lecteurs sont-ils capables d'anthropomorphiser leur magazine ? Une réponse par la méthode de triangulation, Management & Avenir, 27, 7, 54–72.
92.
VernetteE. (2008), Les atouts et les pièges de la personnalité des marques, Décisions Marketing, 49, 19–31.
93.
ViotC. (2002), Image de marque et attitude à l'égard de l'extension: application aux articles de sport chez les 18–25 ans, Thèse de doctorat en sciences de gestion, Université Pierre-Mendès-France, Grenoble.
94.
WeeT.T.T. (2004), Extending human personality to brands: the stability factor, Brand Management, 11, 4, 317–330.
95.
YiY.BagozziR.SinghS. (1991), On the use of structural equation models in experimental designs: two extensions, International Journal of Research in Marketing, 8, 2, 125–140.
