Brand Identity in Consumer-driven Product markets

Více o knize

Exploring brand elements and their consumer impact, this monograph utilizes Aaker's personality dimensions and Fournier's brand typology to analyze consumer perceptions. Through questionnaires completed by 100 individuals, it reveals a correlation between brand descriptiveness and desirability. The research highlights distinct personality traits associated with four brands and delves into the significance of logos, symbols, and names. Notably, it examines the influence of celebrity branding and how consumers adapt brand personalities to express their own identities.