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The Hero versus the Outlaw: Archetypical Brand-Testimonial Congruence


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  • Product 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.

Product Specifications
SKU :COC61988
AuthorMarius Vieth
Number of Pages80
Publishing Year23.12.2014
Edition1 st
Book TypeMedia studies
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-08-05 00:00:00
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