Abstract
Investigation of the relationship between brand personality and consumer perception of specific quality dimensions. The results show at least one significant positive relationship for each quality dimension. These findings underline the importance of creating a strong brand personality to support the perceived quality of a product.
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Clemenz, J., Brettel, M. (2015). How the Traits of Brand Personality are Related to Consumer Perception of Specific Quality Dimensions for Durable Consumer Goods. In: Dato-on, M. (eds) The Sustainable Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10873-5_254
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DOI: https://doi.org/10.1007/978-3-319-10873-5_254
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