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A Comparison between the Brand Personality Construct of KFC and Marrybrown: Their Restaurant Concept and Brand Preference

This dissertation undertakes the research project from a deductive position based on Aaker’s (1997) brand personality to shape the result by adopting the quantitative research process. Brand personality scale measures important aspects of the personalities that consumers attribute to brands of all k...

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Bibliographic Details
Main Author:	Lim, Kuang Long
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2005
Online Access:	https://eprints.nottingham.ac.uk/24490/

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