Brand Personality and Consumer-Based Brand Equity: A Study among Polish Consumers

Artykuł naukowy w wydawnictwie zbiorowym recenzowany

Nazwa konferencji: Cultural Perspectives in a Global Marketplace
Współautorzy: Tomasz Sokolowski, Eliana Markowska, Kamila Czajka, Adriana Mielczarek
Miejsce: Heidelberg
Rok wydania: 2015
Tytuł publikacji: Cultural Perspectives in a Global Marketplace : Proceedings of the 2010 Cultural Perspectives in Marketing Conference
Redaktorzy: Dheeraj Sharma
Strony od-do: 88-93
Streszczenie: The aim of the research reported here was to examine thoroughly the relationship between brand personality and brand equity as perceived by consumers. 520 persons aged between 16 and 79 took part in the study. 240 brands belonging to 48 categories were selected for the study on the basis of a survey concerning their recognition. Canonical correlation analysis indicated a connection between the dimensions of brand personality and brand equity. The core of this connection is the consumer-perceived brand quality. Product category turned out to be a moderator of the relationship between brand equity and brand personality.
Słowa kluczowe: Brand Personality, Consumer-Based Brand Equity, Polska
Dostęp WWW: http://link.springer.com/chapter/10.1007%2F978-3-319-18696-2_37
DOI: 10.1007/978-3-319-18696-2_37

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Cytowanie w formacie Bibtex:
@article{1,
author = "Oleg Gorbaniuk and Tomasz Sokolowski and Eliana Markowska and Kamila Czajka and Adriana Mielczarek",
title = "Brand Personality and Consumer-Based Brand Equity: A Study among Polish Consumers",
journal = "",
year = "2015",
pages = "88-93"
}

Cytowanie w formacie APA:
Gorbaniuk, O. and Tomasz Sokolowski and Eliana Markowska and Kamila Czajka and Adriana Mielczarek(2015). Brand Personality and Consumer-Based Brand Equity: A Study among Polish Consumers. , 88-93.