Chapter 6 Personality, LifestyleS, and the Self-Concept

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Brand Personality

Brand personality refers to human characteristics that can be associated with a brand. Brand personalities can be described across five dimensions, including:

1. Competence

2. Excitement

3. Ruggedness

4. Sincerity

5. Sophistication

These dimensions are described in Exhibit 6.4.

Slide 15

Directory: richardfeinberg -> csr%20331%20consumer%20behavior%20%20spring%202011
csr%20331%20consumer%20behavior%20%20spring%202011 -> Consumer Behavior On

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