The impact of brand personality on the willingness of the audience to buy
| Vol-3 | Issue-09 | September 2018 | Published Online: 07 September 2018 PDF ( 163 KB ) | ||
| DOI: https://doi.org/10.5281/zenodo.1419683 | ||
| Author(s) | ||
Haleh Zeynalabedin Zadeh
1;
Dr. Anthony Rose
2
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1Research Scholar, Institute of Management and Entrepreneurship Development (IMED), Bharati Vidyapeeth( Deemed to be University), Pune (India) 2Professor, Institute of Management and Entrepreneurship Development(IMED), Bharati Vidyapeeth( Deemed to be University), Pune (India) |
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| Abstract | ||
Nowadays, attracting and maintaining the customer and persuading them to buy are one of the most important factors in the survival of a brand. To convince a customer to buy, it is necessary for the customer to feel the similarity between themselves and the brand personality. This similarity gives the customer a sense of being one with brand personality, This makes it possible to select a brand over other existing brands. |
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| Keywords | ||
| Brand - brand value - brand personality - character – customer – consumer behavior | ||
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