Brand Personality

Govers, Pascalle C. M. and commiseration Mugge (2004). I Love My Jeep, Because Its pugnacious Like Me: The Effect of Product-Personality congruence on Product Attachment, in Proceedings of the Fourth world(prenominal) Conference on heading and perception, ed. Aren Kurtgözü, Ankara, Turkey. I have it off my Jeep, because its tough standardized me, The effect of proceeds-personality congruence on harvest-time attachment Pascalle C.M. Govers [1] (p.govers@nyenrode.nl) Nyenrode University, the Netherlands pity Mugge (r.mugge@io.tudelft.nl) Delft University of Technology, the Netherlands equal address: Pascalle C.M. Govers Nyenrode University Center of sales outlet Chain Management Straatweg 25 3621 BG Breukelen phone: +31 (0)346 291225 telecommunicate: +31 (0)346 291250 email: p.govers@nyenrode.nl name conference themes: Design and Memory, feeling and Design Biographical notes Pascalle Govers is Assistant professor Marketing at Nyenrode University, where she teaches explore Methodology and Multivariate selective information Analysis. She has a MSc in psychology and her look for interests necessitate the irrational aspects of consumer behaviour, mostly regularise towards symbolic consumption. Her current research includes the understanding and measurement of product personality.

She developed a shell to assess the personality of prospicient consumer products. This June (2004), she received her PhD for her research on product personality. She presented her research at several international conferences on marketing, personality, and product design, and co-authored a chapter on the role of product behavior in a tardily published book on Product Development and Marketing. Ruth Mugge is a PhD student at Delft University of Technology. After obtaining her Masters ledgeman point at the power of Industrial Design applied science in 2001, she started her PhD project on the topic of product attachment. The research purpose of this project is to let off and stimulate the emotional splice a person poop experience with his/her product. She...If you want to recover a full essay, send it on our website: Ordercustompaper.com

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