RIS ID
112288
Abstract
This study focuses on the 42 traits of brand personality (Aaker 1997) of six drink brands spanning across two drink segments - fizzy drink and mineral water, and measure the congruity of the brands' personalities (five dimension) to the consumer (drinker) of those brands. A number of implications for businesses will be discussed, suggestions for future research are reviewed and the main contributions of the study will also be delineated.
COinS
Publication Details
Liang, J. H., Lee, W. J. & Phau, I. (2011). Brand personality of two beverages categories. In E. Kaynak & T. D. Harcar (Eds.), 20th Annual World Business Congress of the International Management Development Association (pp. 196-203).