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    Brand personality of two beverages categories

    260789.pdf (269.9Kb)
    Access Status
    Open access
    Authors
    Liang, Johan
    Lee, Thomas
    Phau, Ian
    Date
    2011
    Type
    Conference Paper
    
    Metadata
    Show full item record
    Citation
    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
    1888624108
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/62182
    Collection
    • Curtin Research Publications
    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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