Brand-Consumer Congruence Personality and Brand Quality Relationships
A Case Study of Consumers Using Telecom Services in Pakistan
Brand personality is the way a brand speaks and behaves. It means assigning human personality traits to a brand to achieve the competitive advantage. When the brand image is expressed in terms of human traits, it is called brand personality. If your brand has no personality and no warmth, the consumer will treat it, likewise: no loyalty, high-price sensitivity and no inclination towards your brand. In practice, the personification of brands has been frequent since celebrities endorsed brands. The use of a celebrity and of his or her personality help, marketers position their brands in consumer mind, and can even stimulate consumers who would…
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Produktdetails
Weitere Autoren: Ali, Gohar
- ISBN: 978-3-659-21341-0
- EAN: 9783659213410
- Produktnummer: 36366575
- Verlag: LAP Lambert Academic Publishing
- Sprache: Englisch
- Erscheinungsjahr: 2012
- Seitenangabe: 352 S.
- Masse: H22.0 cm x B15.0 cm x D2.1 cm 542 g
- Abbildungen: Paperback
- Gewicht: 542
Über den Autor
Ms. Amna Arif is doing P.hD Special Education from University of Management and Technology, Lahore, Pakistan. She has done M.Sc. Applied Psychology from the University of the Punjab and M.Phil Special Education from the University of Management and Technology, Lahore, Pakistan. She is working as a lecturer of Special Education in UMT since 7 years
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