The Effect of the Type of Product and the Level of Involvement on Brand Personality

This study analyzed the relation between the type of product (utilitarian-hedonic) and the level of involvement (high-low) on brand personality. The brand personality dimensions were compared to study the differences among 12 brands. Feel-products with high-involvement were perceived as more hip/vivacious and sophisticated,think-products with high-involvement were considered the most professional



Citation:

Maria de la Paz Toldos-Romero (2014) ,"The Effect of the Type of Product and the Level of Involvement on Brand Personality", in LA - Latin American Advances in Consumer Research Volume 3, eds. Eva M. González, Tina M. Lowrey, and , Duluth, MN : Association for Consumer Research, Pages: 80-80.

Authors

Maria de la Paz Toldos-Romero, Tecnológico de Monterrey, México



Volume

LA - Latin American Advances in Consumer Research Volume 3 | 2014



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