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Research papers

Brand personality research goes online

Brand personality, initially explored by J. Plummer (1985) and later studied by J. Aaker (1997), is an idea that brands have 'personalities' or a set of human characteristics associated or linked with a brand in many people's minds.It reflects how...

Catalogue: ESOMAR Conference on Marketing 2004
Authors: Joseph Plummer, Ping-yi Lee
October 10, 2004
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Citation

Plummer and Lee (2004a, October 10). Brand personality research goes online. ANA - ESOMAR. Retrieved May 27, 2024, from


https://ana.esomar.org/documents/brand-personality-research-goes-online