IJMR Young Research Writer award 2012 Winning Entry: 'Mirror, mirror on the wall, which brand is like me most of all?': Integrating consumers into brand personality measurement

Elina Halonen

The purpose of this research was to understand whether consumers evaluate brands with personality traits congruent with their own more positively than brands with incongruent personality traits.

IJMR Young Research Writer award 2012 Winning Entry: ‘Mirror, mirror on the wall, which brand is like me most of all?’: Integrating consumers into brand personality measurement

Elina Halonen

The Irrational Agency (UK)

Judges’ citation

In selecting this entry as the 2012 winner, the judges commended the author on submitting a well-written and interesting paper based on empirical data grounded in a review of existing literature in this field of research. The topic was felt to be a timely one given the increasing emphasis on global attitudes to brands, especially in emerging markets, and the paper provides readers with intriguing...

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