Brand Personality Dimensions in the Brazilian Context
Brands may be perceived as possessing a set of distinct traits or characteristics, i.e., a personality, similar to aperson. Thus, the personality of a brand is relevant as a source of differentiation in an increasingly competitivemarket environment. In this study, the authors explore the dimensions...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
2012-04-01
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| Series: | BAR: Brazilian Administration Review |
| Subjects: | |
| Online Access: | http://www.anpad.org.br/periodicos/arq_pdf/a_1300.pdf |