Batra et al., 2006 - Google Patents
Separating brand from category personalityBatra et al., 2006
View PDF- Document ID
- 8163958464302416893
- Author
- Batra R
- Lenk P
- Wedel M
- Publication year
- Publication venue
- University of Michigan. Working Paper. http://webuser. bus. umich. edu/plenk/Brand% 20P ersonality. pdf Revisado
External Links
Snippet
Consumers often describe brands by using adjectival descriptors of personality traits, and marketers often create or reinforce these perceptions by their brand positioning. Successfully positioning a brand's personality within a product category requires …
- 230000000694 effects 0 abstract description 26
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