Testing the concept of Brand Personality in Spontaneous Associations - A critique on the insights provided by brand personality associations

Dissertation presented as the partial requirement for obtaining a Master's degree in Statistics and Information Management, specialization in Marketing Research and CRM

Detalhes bibliográficos
Autor principal: Almeida, Bárbara Inês Dias (author)
Formato: masterThesis
Idioma:eng
Publicado em: 2022
Assuntos:
Brands
Brand Associations
Brand Category
Brand Identity
Brand Image
Brand Personality
Brand Positioning
Free Association
Human Brand Associations
Marketing Strategy
Personality
Projective Methodology
Projective Techniques
Symbolic
Utilitarian
Texto completo:http://hdl.handle.net/10362/136793
País:Portugal
Oai:oai:run.unl.pt:10362/136793

Texto Completo

http://hdl.handle.net/10362/136793

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