Jean-Marc Ferrandi

Aaker’s Brand Personality Scale in a French Context: A Replication and a Preliminary Test of Its Validity

This article aims to replicate Aaker’s research on the dimensions of brand personality. Our study relies on a convenience sample and deals with twelve brands purchased in a French context. By means of principal components and confirmatory factor analyses, Aaker’s scale can be reduced in France to 33 items. Its structure is quite similar to the structure Aaker found in an American environment.

The Influence of Personal Values and Materialism on Motivations towards Gift-Giving: A Model and Empirical Evidence

This research focuses on the study of three culturally rooted concepts: materialism, personal values and gift-giving motivations. We propose and test a model linking the three concepts (personal values influence materialism which influences gift-giving motivations). Measurement scales are validated by means of a partial disaggregation model and confirmatory factor analysis. We specify relationships between the basic dimensions composing the three concepts and test them by means of a structural equation model.