Brand personality of two beverages categories
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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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