Add to ORKGThis study focuses on the 42 traits of brand personality (Aaker 1997) of six drink brands spanning across two drink segments - fizzy drink and mineral water, and measure the congruity of the brands\u27 personalities (five dimension) to the consumer (drinker) of those brands. A number of implications for businesses will be discussed, suggestions for future research are reviewed and the main contributions of the study will also be delineated
Assigning human`s personality features to brands is one of the main subjects that has been focused b...
In their continuous search for improved explanations of why consumers engage with certain brands mor...
Purpose The topic of brand personality (BP) has received extensive research attention in the last 2 ...
This study focuses on the 42 traits of brand personality (Aaker 1997) of six drink brands spanning ...
This study focuses on the 42 traits of brand personality (Aaker 1997) of nine drink brands spanning ...
Brand personality is an important topic in marketing studies already for several decades. It is prov...
AbstractBrand personality is an important topic in marketing studies already for several decades. It...
Brand personality congruence is a concept not widely studied. The present study corrects this lack o...
Concept of brand personality nowadays is widely discussed both in the science and business environme...
Purpose: The purpose of this research paper is to uncover the relations between brand and human pers...
Brand personality is an important source of differentiation for companies. Congruency theory suggest...
The study aims to (a) provide empirical support for the direct influence that brand personality will...
Managers have long recognized the value of establishing and maintaining a desired identity for their...
This Independent Study asked the question: does consumer self-concept and personality relate to cons...
In the Study, a Brand Personality Scale for Use in the Restaurant Industry is Developed and Tested. ...
Assigning human`s personality features to brands is one of the main subjects that has been focused b...
In their continuous search for improved explanations of why consumers engage with certain brands mor...
Purpose The topic of brand personality (BP) has received extensive research attention in the last 2 ...
This study focuses on the 42 traits of brand personality (Aaker 1997) of six drink brands spanning ...
This study focuses on the 42 traits of brand personality (Aaker 1997) of nine drink brands spanning ...
Brand personality is an important topic in marketing studies already for several decades. It is prov...
AbstractBrand personality is an important topic in marketing studies already for several decades. It...
Brand personality congruence is a concept not widely studied. The present study corrects this lack o...
Concept of brand personality nowadays is widely discussed both in the science and business environme...
Purpose: The purpose of this research paper is to uncover the relations between brand and human pers...
Brand personality is an important source of differentiation for companies. Congruency theory suggest...
The study aims to (a) provide empirical support for the direct influence that brand personality will...
Managers have long recognized the value of establishing and maintaining a desired identity for their...
This Independent Study asked the question: does consumer self-concept and personality relate to cons...
In the Study, a Brand Personality Scale for Use in the Restaurant Industry is Developed and Tested. ...
Assigning human`s personality features to brands is one of the main subjects that has been focused b...
In their continuous search for improved explanations of why consumers engage with certain brands mor...
Purpose The topic of brand personality (BP) has received extensive research attention in the last 2 ...