Exploring Brand Personality through Archetypes.
Though brands are created and maintained using many different management strategies, market and academic research has offered evidence that brands presenting the strongest personalities are more likely to perform better and resonate longer with consumers. This paper examines the components of brand...
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| Format: | Others |
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Digital Commons @ East Tennessee State University
2010
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| Online Access: | https://dc.etsu.edu/etd/1691 https://dc.etsu.edu/cgi/viewcontent.cgi?article=3046&context=etd |