How Personality Makes a Difference

ABSTRACT This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a ‘classic’ - an article that has withstood the test of time. First published in 1984, Plummer develops the theory that it is the brand personality (the part of a brand image that is not purely physical or functional) that determines its appeal - and that measuring and adjusting consumer perceptions of brand personality can really make a difference. He uses Dr Pepper as a case study.