Implementing an intended brand personality: a dyadic perspective

The authors examine the transformation of an intended brand personality (i.e., the way brand management would like consumers to perceive the brand’s personality) into a realized brand personality (i.e., the consumer’s actual perception of the brand’s personality). Drawing on the results of a dyadic...

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Veröffentlicht in:	Journal of the Academy of Marketing Science 2012-09, Vol.40 (5), p.728-744
Hauptverfasser:	Malär, Lucia, Nyffenegger, Bettina, Krohmer, Harley, Hoyer, Wayne D.
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand identity Brand image Brand loyalty Business and Management Communication Consumer behavior Consumer preferences Consumers Market strategy Marketing Original Empirical Research Perceptions Social Sciences Sociological research Studies
Online-Zugang:	Volltext
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