n Management Today - The big five and brand personality : investigating the impact of consumer personality on preferences towards particular brand personality
|Article Title||The big five and brand personality : investigating the impact of consumer personality on preferences towards particular brand personality|
|© Publisher:||Richard Havenga & Associates|
|Affiliations||1 Institute of Business Administration, Pakistan|
|Publication Date||Jan 2012|
|Pages||51 - 57|
The aim of the study was to establish a relationship between brand personality and consumer personality in the perspective of fashion brands. Since this was the first time brand personality was studied in relation to consumer personality, the results created a vital link between both the factors.
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