Brand personality of two beverages categories
Access Status
Open access
Authors
Liang, Johan
Lee, Thomas
Phau, Ian
Date
2011Type
Conference Paper
Metadata
Show full item recordCitation
Liang, J. and Lee, T. and Phau, I. 2011. Brand personality of two beverages categories, in Kaynak, E. and Harcar, T. (ed), 20th Annual World Business Congress, Jul 3-7 2011, pp. 196-203. Poznan, Poland: International Management Development Association.
Source Title
Advances in global management development
Source Conference
International Management Development Association Twentieth World Business Congress
ISBN
School
School of Marketing
Collection
Abstract
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.
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