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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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Bibliographic Details
Main Authors:	Liang, Johan, Lee, Wai
Format:	Working Paper
Published:	School of Marketing, Curtin Business School 2010
Subjects:	point of difference drink category branding segmentation Brand personality point of parity
Online Access:	http://hdl.handle.net/20.500.11937/37863

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