Brand personality of two beverages categories
This 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’ personalities (five dimension) to the consumer (drinker) of those brands. A number of implicatio...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Conference Paper |
| Published: |
International Management Development Association
2011
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| Online Access: | http://hdl.handle.net/20.500.11937/62182 |