Brand personality and consumer self-expression: single or dual carriageway?
Considerable research into consumer behaviour has examined the self-expressive role of brands, but has found little support for the premise that brand personality has an influence on consumer attitudes. This paper thus proposes that consumers have a part to play in influencing how a brand personalit...
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| Format: | Journal Article |
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Henry Stewart Publications
2001
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| Online Access: | http://hdl.handle.net/20.500.11937/41397 |