Investigating brand personality perceptions and preferences : the influence of higher-order goals

Karampela, Maria and Tregear, Angela and Ansell, Jake and Dunnett, Susan (2013) Investigating brand personality perceptions and preferences : the influence of higher-order goals. In: International Research Conference in Marketing: "Reflecting on the Past, Celebrating the Present and Shaping the Future in Marketing Research", 2013-09-19 - 2013-09-20, University of Edinburgh Business School, Scotland. (Unpublished)

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Abstract

This paper discusses investigating brand personality perceptions and preferences