Browsing by Subject "High-involvement products"

Now showing items 1-2 of 2

    • Developing and validating a Symbolic-product-brand-personality-trait Scale 

      Müller, Re-An (North-West University (South Africa), Vaal Triangle Campus, 2017)
      Branding has been part of human existence for several millenniums and has evolved from being a mark of ownership and identification, to a quality assurance and, eventually, to being a bearer of certain symbolic associations. ...

    • Perceived Brand Personality of Symbolic Brands 

      Re-An Müller (International Foundation for Research & Development, 2014)
      Brand personality can be defined as a set of human characteristics associated with a brand (Aaker, 1997).This study reports on the perceived brand personality of symbolic brands as seen by Generation Y students from one ...