Premiers test et validation de la transposition d'une échelle de personnalité humaine aux marques

Cet article a pour objectif de tester la transposition d'une échelle de personnalité humaine (Saucier, 1994) sur les marques au moyen d'une analyse factorielle confirmatoire. Notre étude s'appuie sur un échantillon de convenance de 537 étudiants et traite de seize marques achetées dans un contexte français. Une analyse de congruence entre les deux échelles de personnalité montre leur équivalence structurelle; une analyse en composantes principales non linéaires sur les associations entre les traits de personnalité humains et ceux de la marque établit leur équivalence sémantique. Enfin, une analyse canonique généralisée non linéaire permet d'apprécier la validité prédictive de la personnalité du consommateur et celle de la marque.

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