Essays about: "Markus Fridstrom"

Found 1 essay containing the words Markus Fridstrom.

  1. 1. Towards Universal Brand Personality Dimensions : A descriptive study of the validity of a proposed universal brand personality scale in a Swedish context

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Yanghan Qian; Markus Fridstrom; Andreas Strömberg; [2020]
    Keywords : Brand personality; brand personality dimensions; cross-cultural validation; confirmatory factor analysis;

    Abstract : Background: Brand personality is based on the notion that brands possess personalities similar to that of human personalities. It is a common measure for describing consumers’ brand perceptions, and brands with loyal customers often have distinctive personalities. READ MORE