Marketing (Fach) / Branding and Brand Management (Lektion)
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Integrating Brands: Personality
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- when consumers are engaged in a self-centered way, information (identfiying) and experiences (experiencing) may be further integrated through inferring trait and personality characteristics about a brand
- Brand Personality = the set of human characteristics associated with a brand
- brand personalities are relatively stable over time
- inferred personalities differentiate brands in the minds of consumers
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