Impact of Advertising Variability on Building Customer Based Brand Personality under Competitive Environment : Empirical analysis in reference to Mexico

Preprint OPEN
Rajagopal;
(2004)
  • Subject: Brand personality, Brand Relationship, Adverstising impact | Brand Personality, Brand Relationship, Advertising Impact
    • jel: jel:F1 | jel:F2

The brand equity is built around brand personality as one of the core dimensions. The psychographic variables like emotions associated with the brand image constitute the personality of a brand. Although the experiences of the consumers with the brand cultivate such per... View more
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