Brand Personality

Govers, Pascalle C. M. and commiseration Mugge (2004). I Love My Jeep, Because Its Tough Like Me: The Effect of crop-Personality congruence on Product Attachment, in Proceedings of the Fourth world(prenominal) Conference on project and perception, ed. Aren Kurtgözü, Ankara, Turkey. I discern my Jeep, because its tough like me, The effect of proceeds-personality congruence on result attachment Pascalle C.M. Govers [1] (p.govers@nyenrode.nl) Nyenrode University, the Netherlands Ruth Mugge (r.mugge@io.tudelft.nl) Delft University of Technology, the Netherlands Contact address: Pascalle C.M. Govers Nyenrode University common snapping turtle of release Chain Management Straatweg 25 3621 BG Breukelen phone: +31 (0)346 291225 fax: +31 (0)346 291250 email: p.govers@nyenrode.nl Key conference themes: Design and Memory, Emotion and Design Biographical notes Pascalle Govers is Assistant Professor selling at Nyenrode University, where she teaches explore Methodo logy and Multivariate Data Analysis. She has a MSc in psychology and her research interests involve the chimerical aspects of consumer behaviour, mostly say towards symbolic consumption. Her current research includes the arrangement and measurement of yield personality.

She developed a scale to assess the personality of long 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 appearance in a lately published book on Product Development and Marketing. ! Ruth Mugge is a PhD student at Delft University of Technology. afterward obtaining her Masters breaker point at the Faculty of industrial Design Engineering in 2001, she started her PhD project on the proposition of product attachment. The research purpose of this project is to explain and mother the emotional bond a person can down with his/her product. She...If you want to get a full essay, order it on our website: OrderCustomPaper.com

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