A Taxonomy of Consumer Motives through Preferred Brand Personality : Empirical Findings for 11 Countries

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N. GEEROMS; I. VERMEIR; P. VAN KENHOVE; H. HENDRICKX;
(2005)

This paper presents a circumplex taxonomy of related consumer motives based on valence ratings of 34 preferred brand personality traits. Results of INDSCAL analysis reveal a consistent, replicable preferred brand personality structure across 11 different countries and f... View more
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