A Handbook of Brand Personality

ISBN-13: 9786206753575 / Angielski / Miękka / 76 str.

Nudrat Moini Rahman

Opis

This book provides a better understanding of the concept of Brand Personality and how it impacts consumer choices. The book iterates upon the marketing concept of Brand Personality and discusses its evolution and omnipresence in a world of consumerism. It further deliberates upon the mechanism of self concept and self congruity. It is interesting to note how the mechanism of congruity works accross a variety of product categories if a fit is established between consumers' self concept and products' brand personality. This assists the consumer in the decision making process and helps the marketer in developing loyal customers, who tend to consider the brands as part of their own ideal self.

O autorze

Dr. Nudrat has completed her MBA in 2003 from Aligarh Muslim University, India and PhD in Marketing (2015) from Jamia Millia Islamia, India. Since 2009 she is working with Jamia Hamdard as a faculty member in the Department of Management. She has published many papers in journals of repute and guided several research scholars also.