Brand personality of two beverages categories
| dc.contributor.author | Liang, Johan | |
| dc.contributor.author | Lee, Thomas | |
| dc.contributor.author | Phau, Ian | |
| dc.contributor.editor | Erdener Kaynak | |
| dc.contributor.editor | Talha Harcar | |
| dc.date.accessioned | 2018-02-01T05:22:17Z | |
| dc.date.available | 2018-02-01T05:22:17Z | |
| dc.date.created | 2018-02-01T04:59:45Z | |
| dc.date.issued | 2011 | |
| dc.identifier.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. | |
| dc.identifier.uri | http://hdl.handle.net/20.500.11937/62182 | |
| dc.description.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. | |
| dc.publisher | International Management Development Association | |
| dc.title | Brand personality of two beverages categories | |
| dc.type | Conference Paper | |
| dcterms.source.startPage | 196 | |
| dcterms.source.endPage | 203 | |
| dcterms.source.title | Advances in global management development | |
| dcterms.source.series | Advances in global management development | |
| dcterms.source.isbn | 1888624108 | |
| dcterms.source.conference | International Management Development Association Twentieth World Business Congress | |
| dcterms.source.conference-start-date | Jul 3 2011 | |
| dcterms.source.conferencelocation | Poznan, Poland | |
| dcterms.source.place | Poland | |
| curtin.department | School of Marketing | |
| curtin.accessStatus | Open access |