Essays about: "Jose Enrique Leyva Navarro"

Found 1 essay containing the words Jose Enrique Leyva Navarro.

  1. 1. Brand personification through music as brand knowledge : Learning from the perspective of consumers of hip-hop music in Sweden, on the associations of music in sneaker brands

    University essay from Internationella Handelshögskolan

    Author : Jose Enrique Leyva Navarro; [2011]
    Keywords : brand personality; music-genres; cognitive schemas; brand image research; projective techniques; sneakers tennis shoes ; hip-hop; symbolic consumption; branding; brand knowledge; fashion goods;

    Abstract : Background. Previous research on the investigation of brand personality (BP) can be found to use the personification metaphor of brands through celebrities, occupations and animals. Brand image research aims to discover the human characteristics attached to a brand. READ MORE