The Hero versus the Outlaw

Archetypical Brand-Testimonial Congruence

By:

Vieth Marius

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Paperback / softback

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Description

This work revolves around the influence of personality based brand-testimonial congruence on brand attitude, purchase intention and (aided vs. unaided) retrieval. The study investigates the concept of archetypes as means of brand and testimonial personality assessment. This study underlines the importance of congruent brand-testimonial personalities for the marketing world, because they increase the brand attitude, purchase intention and ease of retrieval. Furthermore, it proves that archetypes serve as means of assessing brand and testimonial personalities in order to find suitable matches and get insight into the heart of the brand.

Release date Australia

December 23rd, 2014

Author

Vieth Marius

Audience

General (US: Trade)

Pages

Dimensions

152x229x5

ISBN-13

9783659666919

Product ID

23704760

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The Hero versus the Outlaw

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