Investigating brand personality perceptions and preferences: the influence of higher-order goals

Maria Karampela, Angela Tregear, Jake Ansell, Susan Dunnett

Research output: Contribution to conferencePaper

Abstract

This paper discusses investigating brand personality perceptions and preferences
Original languageEnglish
Publication statusUnpublished - Sep 2013
EventInternational Research Conference in Marketing: "Reflecting on the Past, Celebrating the Present and Shaping the Future in Marketing Research" - University of Edinburgh Business School, Scotland, Edinburgh, United Kingdom
Duration: 19 Sep 201320 Sep 2013

Conference

ConferenceInternational Research Conference in Marketing: "Reflecting on the Past, Celebrating the Present and Shaping the Future in Marketing Research"
CountryUnited Kingdom
CityEdinburgh
Period19/09/1320/09/13

Keywords

  • marketing
  • brands
  • brand personality
  • brand perceptions

Cite this

Karampela, M., Tregear, A., Ansell, J., & Dunnett, S. (2013). Investigating brand personality perceptions and preferences: the influence of higher-order goals. Paper presented at International Research Conference in Marketing: "Reflecting on the Past, Celebrating the Present and Shaping the Future in Marketing Research", Edinburgh, United Kingdom.