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Erschienen in:
2016 | OriginalPaper | Buchkapitel
Brand Personality and Consumer-Based Brand Equity: A Study among Polish Consumers
verfasst von : Oleg Gorbaniuk, Tomasz Sokolowski, Eliana Markowska, Kamila Czajka, Adriana Mielczarek
Erschienen in: Cultural Perspectives in a Global Marketplace
Verlag: Springer International Publishing
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The aim of the research reported here was to examine thoroughly the relationship between brand personality and brand equity as perceived by consumers. 520 persons aged between 16 and 79 took part in the study. 240 brands belonging to 48 categories were selected for the study on the basis of a survey concerning their recognition. Canonical correlation analysis indicated a connection between the dimensions of brand personality and brand equity. The core of this connection is the consumer-perceived brand quality. Product category turned out to be a moderator of the relationship between brand equity and brand personality.