A Handbook of Brand Personality

Nudrat Moini Rahman

ISBN 10: 6206753573 / ISBN 13: 9786206753575

Published by LAP LAMBERT Academic Publishing Jul 2023, 2023

About this Item

Neuware -This book provides a better understanding of the concept of Brand Personality and how it impacts consumer choices. The book iterates upon the marketing concept of Brand Personality and discusses its evolution and omnipresence in a world of consumerism. It further deliberates upon the mechanism of self concept and self congruity. It is interesting to note how the mechanism of congruity works accross a variety of product categories if a fit is established between consumers' self concept and products' brand personality. This assists the consumer in the decision making process and helps the marketer in developing loyal customers, who tend to consider the brands as part of their own ideal self.Books on Demand GmbH, Überseering 33, 22297 Hamburg 76 pp. Englisch.

Seller Inventory # 9786206753575

Bibliographic Details

• Title: A Handbook of Brand Personality
• Publisher: LAP LAMBERT Academic Publishing Jul 2023
• Publication Date: 2023
• Language: English
• ISBN 10: 6206753573
• ISBN 13: 9786206753575
• Binding: Taschenbuch
• Condition: Neu
• Dimensions: 220W x 150H x 5D millimeters 220 millimeters width by 150 millimeters height by 5 millimeters depth
• Weight: 131 grams

About this title

Synopsis

This book provides a better understanding of the concept of Brand Personality and how it impacts consumer choices. The book iterates upon the marketing concept of Brand Personality and discusses its evolution and omnipresence in a world of consumerism. It further deliberates upon the mechanism of self concept and self congruity. It is interesting to note how the mechanism of congruity works accross a variety of product categories if a fit is established between consumers' self concept and products' brand personality. This assists the consumer in the decision making process and helps the marketer in developing loyal customers, who tend to consider the brands as part of their own ideal self.