Brand personality creation through advertising

Research, Preprint English OPEN
Ouwersloot Hans; Tudorica Anamaria;
(2001)
  • Publisher: METEOR, Maastricht University School of Business and Economics
  • Subject: Economics ;
    acm: ComputerApplications_GENERAL | ComputingMilieux_MISCELLANEOUS

Brand Personality is one of the core dimensions of brand equity. Brand personality refers to the emotional side of a brand image. It is created by all experiences of consumers with a brand, but advertising plays a dominant role in personality creation. In this paper we ... View more
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