Consumers often choose and use brands that have a brand, Ask an Expert

Management Studies

Consumers often choose and use brands that have a brand personality consistent with their own actual self-concept, ideal self-concept, or others self-concept. Examine one of your recent purchases of a car, computer, furniture, or clothing, etc.

1. Why did you purchase this product?

2. Who influenced this purchase?

3. What does this purchase say about your own self-concept ideas?

4. What is your definition of the "brand personality” of this recent purchase--as compared to the definitions stated in the chapter by Stanford's Jennifer Aaker?

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Operation Management, Management Studies

Category:- Operation Management
Reference No.:- M93106004

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