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THE EFFECT OF CONSUMER PERSONALITY IN BRAND PREFERENCE ON BRAND PERSONALITY PERCEPTION
2021Objective: To determine whether consumer personality has an effect on brand personality perception in the brand preferences of students studying at Inonu University. In addition, it was tried to determine whether brand personality and consumer personality perception differ depending on demographic characteristics.
ARSLAN, Kübra +2 more
openaire +1 more source
2017
This chapter explains the process of assigning human personality traits, such as gender, to brands via anthropomorphism and animism. Throughout time, humankind has tried to explain inanimate phenomena through human characteristics, using such phrasings as the majestic mountain, the spirited engine, or the sensitive fragrance. However, such practices go
openaire +1 more source
This chapter explains the process of assigning human personality traits, such as gender, to brands via anthropomorphism and animism. Throughout time, humankind has tried to explain inanimate phenomena through human characteristics, using such phrasings as the majestic mountain, the spirited engine, or the sensitive fragrance. However, such practices go
openaire +1 more source
Personal brand equity: Scale development and validation
Personnel Psychology, 2021Janneke Oostrom +2 more
exaly
Company Worth Keeping: Personal Control and Preferences for Brand Leaders
Journal of Consumer Research, 2020Alexander Bleier +2 more
exaly