The brand-personality of three categories of drinks in Australia
This study focuses on the 42 traits of brand personality (Aaker 1997) of nine drink brands spanning across three drink segments - fizzy drink, mineral water and energy drink, and measure the congruity of the brands' personalities (five dimension) to the consumer (drinker) of those brands. Based...
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| Format: | Working Paper |
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School of Marketing, Curtin Business School
2010
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| Online Access: | http://hdl.handle.net/20.500.11937/37863 |