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 |
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International Management Development Association
2011
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| Online Access: | http://hdl.handle.net/20.500.11937/62182 |
| _version_ | 1848760804372905984 |
|---|---|
| author | Liang, Johan Lee, Thomas Phau, Ian |
| author2 | Erdener Kaynak |
| author_facet | Erdener Kaynak Liang, Johan Lee, Thomas Phau, Ian |
| author_sort | Liang, Johan |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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 implications for businesses will be discussed, suggestions for future research are reviewed and the main contributions of the study will also be delineated. |
| first_indexed | 2025-11-14T10:21:36Z |
| format | Conference Paper |
| id | curtin-20.500.11937-62182 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T10:21:36Z |
| publishDate | 2011 |
| publisher | International Management Development Association |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-621822023-02-02T07:57:35Z Brand personality of two beverages categories Liang, Johan Lee, Thomas Phau, Ian Erdener Kaynak Talha Harcar 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 implications for businesses will be discussed, suggestions for future research are reviewed and the main contributions of the study will also be delineated. 2011 Conference Paper http://hdl.handle.net/20.500.11937/62182 International Management Development Association fulltext |
| spellingShingle | Liang, Johan Lee, Thomas Phau, Ian Brand personality of two beverages categories |
| title | Brand personality of two beverages categories |
| title_full | Brand personality of two beverages categories |
| title_fullStr | Brand personality of two beverages categories |
| title_full_unstemmed | Brand personality of two beverages categories |
| title_short | Brand personality of two beverages categories |
| title_sort | brand personality of two beverages categories |
| url | http://hdl.handle.net/20.500.11937/62182 |