Question: What conclusions can you draw about self/mood congruency theory based on your work? How do you know what the brands personality is? How does marketing

  1. What conclusions can you draw about self/mood congruency theory based on your work?
  2. How do you know what the brands personality is? How does marketing influence this process?
  3. Do perceptions of brand personality differ between brand-loyal users and non-buyers of the brand? Why or why not? (Ask other groups to comment.)
  4. What insight does the brand personality exercise offer the marketing manager in terms of market segmentation?

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