{"id":"https://openalex.org/W1759615839","doi":"https://doi.org/10.2139/ssrn.1400490","title":"Communicating Brand Personality - The Moderating Role of Human Personality","display_name":"Communicating Brand Personality - The Moderating Role of Human Personality","publication_year":2009,"publication_date":"2009-01-01","ids":{"openalex":"https://openalex.org/W1759615839","doi":"https://doi.org/10.2139/ssrn.1400490","mag":"1759615839"},"language":"en","primary_location":{"id":"doi:10.2139/ssrn.1400490","doi":"https://doi.org/10.2139/ssrn.1400490","is_oa":true,"landing_page_url":"https://doi.org/10.2139/ssrn.1400490","pdf_url":null,"source":{"id":"https://openalex.org/S4210172589","display_name":"SSRN Electronic Journal","issn_l":"1556-5068","issn":["1556-5068"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I1318003438","host_organization_name":"RELX Group (Netherlands)","host_organization_lineage":["https://openalex.org/I1318003438"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"posted-content"},"volume":null,"type":"preprint","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"https://doi.org/10.2139/ssrn.1400490","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5008494937","display_name":"Srividya Raghavan","orcid":"https://orcid.org/0000-0001-5157-1418","observed_orcids":["https://orcid.org/0000-0001-5157-1418"]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Srividya Raghavan","raw_affiliation_strings":["The Icfai Institute for Management Teachers, Hyderabad, Hyderabad, 500 034, India","The Icfai Institute for Management Teachers"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"The Icfai Institute for Management Teachers, Hyderabad, Hyderabad, 500 034, India","institution_ids":[]},{"raw_affiliation_string":"The Icfai Institute for Management Teachers","institution_ids":[]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5023720822","display_name":"Makam S. Balaji","orcid":"https://orcid.org/0000-0002-6003-7644","observed_orcids":["https://orcid.org/0000-0002-6003-7644"]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"M. S. Balaji","raw_affiliation_strings":["The Icfai Institute for Management Teachers, Hyderabad, Hyderabad, 500 034, India","The Icfai Institute for Management Teachers"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"The Icfai Institute for Management Teachers, Hyderabad, Hyderabad, 500 034, India","institution_ids":[]},{"raw_affiliation_string":"The Icfai Institute for Management Teachers","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":["https://openalex.org/A5023720822"],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":null,"has_fulltext":false,"cited_by_count":6,"citation_normalized_percentile":null,"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.9526000022888184,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.9526000022888184,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.03150000050663948,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11040","display_name":"Personality Traits and Psychology","score":0.0031999999191612005,"subfield":{"id":"https://openalex.org/subfields/3203","display_name":"Clinical Psychology"},"field":{"id":"https://openalex.org/fields/32","display_name":"Psychology"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/brand-personality","display_name":"brand personality","score":0.9950000047683716},{"id":"https://openalex.org/keywords/individual-personality","display_name":"individual personality","score":0.8019999861717224},{"id":"https://openalex.org/keywords/moderating-effect","display_name":"moderating effect","score":0.6190000176429749},{"id":"https://openalex.org/keywords/advertising-communication","display_name":"advertising communication","score":0.675000011920929},{"id":"https://openalex.org/keywords/personal-relevance","display_name":"personal relevance","score":0.6880000233650208},{"id":"https://openalex.org/keywords/consumer-perception","display_name":"consumer perception","score":0.37700000405311584}],"concepts":[{"id":"https://openalex.org/C187288502","wikidata":"https://www.wikidata.org/wiki/Q641118","display_name":"Personality","level":2,"score":0.7587026953697205},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.6306091547012329},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.47213035821914673}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.2139/ssrn.1400490","doi":"https://doi.org/10.2139/ssrn.1400490","is_oa":true,"landing_page_url":"https://doi.org/10.2139/ssrn.1400490","pdf_url":null,"source":{"id":"https://openalex.org/S4210172589","display_name":"SSRN Electronic Journal","issn_l":"1556-5068","issn":["1556-5068"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I1318003438","host_organization_name":"RELX Group (Netherlands)","host_organization_lineage":["https://openalex.org/I1318003438"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"posted-content"}],"best_oa_location":{"id":"doi:10.2139/ssrn.1400490","doi":"https://doi.org/10.2139/ssrn.1400490","is_oa":true,"landing_page_url":"https://doi.org/10.2139/ssrn.1400490","pdf_url":null,"source":{"id":"https://openalex.org/S4210172589","display_name":"SSRN Electronic Journal","issn_l":"1556-5068","issn":["1556-5068"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I1318003438","host_organization_name":"RELX Group (Netherlands)","host_organization_lineage":["https://openalex.org/I1318003438"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"posted-content"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":59,"referenced_works":["https://openalex.org/W6744951","https://openalex.org/W188060240","https://openalex.org/W213088226","https://openalex.org/W1484864026","https://openalex.org/W1592080430","https://openalex.org/W1641003075","https://openalex.org/W1807256883","https://openalex.org/W1879655441","https://openalex.org/W1928369584","https://openalex.org/W1934506504","https://openalex.org/W1964924375","https://openalex.org/W1965672854","https://openalex.org/W1967563546","https://openalex.org/W1967988018","https://openalex.org/W1969772447","https://openalex.org/W1971072973","https://openalex.org/W1974099431","https://openalex.org/W1988447536","https://openalex.org/W1988860973","https://openalex.org/W2006751421","https://openalex.org/W2012599488","https://openalex.org/W2013372156","https://openalex.org/W2015200306","https://openalex.org/W2024913547","https://openalex.org/W2026149024","https://openalex.org/W2026579917","https://openalex.org/W2027163669","https://openalex.org/W2035517427","https://openalex.org/W2036590551","https://openalex.org/W2045864095","https://openalex.org/W2049102097","https://openalex.org/W2051442808","https://openalex.org/W2058818389","https://openalex.org/W2062365941","https://openalex.org/W2064292777","https://openalex.org/W2069192344","https://openalex.org/W2072208305","https://openalex.org/W2081876545","https://openalex.org/W2089370919","https://openalex.org/W2093025551","https://openalex.org/W2094366085","https://openalex.org/W2113136459","https://openalex.org/W2130995195","https://openalex.org/W2133097978","https://openalex.org/W2137499411","https://openalex.org/W2139951843","https://openalex.org/W2151455758","https://openalex.org/W2154990482","https://openalex.org/W2156022826","https://openalex.org/W2164058678","https://openalex.org/W2171336051","https://openalex.org/W2331433992","https://openalex.org/W2332653430","https://openalex.org/W2414309696","https://openalex.org/W2502088893","https://openalex.org/W2910834490","https://openalex.org/W2999445755","https://openalex.org/W3121590070","https://openalex.org/W3125623877"],"related_works":["https://openalex.org/W7221292610","https://openalex.org/W1934506504","https://openalex.org/W3028814184","https://openalex.org/W2164058678","https://openalex.org/W2184918010","https://openalex.org/W6995814301","https://openalex.org/W2597057669","https://openalex.org/W2202286784","https://openalex.org/W7134895230","https://openalex.org/W4401881865"],"abstract_inverted_index":null,"counts_by_year":[{"year":2020,"cited_by_count":2},{"year":2018,"cited_by_count":1},{"year":2017,"cited_by_count":1},{"year":2016,"cited_by_count":1}],"updated_date":"2026-11-09T13:22:03.289127","created_date":"2016-06-24T00:00:00"}
