Construct a brand personality inventory for three different brands within a product category. Ask a small number
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Construct a brand personality inventory for three different brands within a product category. Ask a small number of consumers to rate each brand on ten different personality dimensions. What differences can you locate? Do these “personalities” relate to the advertising and packaging strategies used to differentiate these products?
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Related Book For
Consumer Behaviour Buying Having And Being
ISBN: 9780135433942
8th Canadian Edition
Authors: Michael R. Solomon
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