Determining the Personality of Selected Brands through the Archetypes and Explaining the Way of Perception of their Consumers
The essential nature of brand is making differences. These days, emotional and symbolicfeatures are so effective for making differences. One of the powerful and useful methods formaking difference through these features is “Brand Personality” that means “the set of humancharacteristics associated wi...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
| Published: |
University of Isfahan
2013-01-01
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| Series: | تحقیقات بازار یابی نوین |
| Subjects: | |
| Online Access: | http://uijs.ui.ac.ir/nmrj/browse.php?a_id=236&slc_lang=en&sid=1&ftxt=1 |