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 - Sept 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 Sept 201320 Sept 2013

Conference

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

Keywords

  • marketing
  • brands
  • brand personality
  • brand perceptions

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