A Handbook of Brand Personality.

      Аннотация: This book provides a better understanding of the concept of Brand Personality and how it impacts consumer choices. The book iterates upon the marketing concept of Brand Personality and discusses its evolution and omnipresence in a world of consumerism. It further deliberates upon the mechanism of self concept and self congruity. It is interesting to note how the mechanism of congruity works accross a variety of product categories if a fit is established between consumers' self concept and products' brand personality. This assists the consumer in the decision making process and helps the marketer in developing loyal customers, who tend to consider the brands as part of their own ideal self.

Ключевые слова: brand personality, Self Concept, Consumer decision making process