Question 3 (25 marks) (a) Identify the five major dimensions of brand personality. After that, identify one favorite brand of yours. If the brand came to life as a person, what kind of person would he or she be? What are the concepts of personality and lifestyle, and how are they connected to each other? Please use marketing-related examples to explain. (15 marks) (b) When the famous sneaker brand New Balance was publicly endorsed and praised by President Donald Trump one day after he took office in 2016, many of its brand fans (who apparently were not Trump-supporters) were found to turn their backs on the brand in rage. Please use balance theory to explain this change of consumer attitude towards the New Balance brand. (10 marks)

Question 4 (25 marks) (a) Why would a marketer consider using two-sided arguments in advertising? When is this strategy feasible? Conduct an Internet search and then provide two examples of it. (15 marks) (b) Discuss the ways that online social networking can magnify the impact of word-of-mouth communication. Provide one example with an illustration of the web. (10 marks)