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A study on personality congruence between brand and its consumers by Saugat Ghosh at Abbey's Bookshop,
A study on personality congruence between brand and its consumers
— —
Saugat Ghosh

A study on personality congruence between brand and its consumers

Saugat Ghosh

$56.95   $48.61

Paperback

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English
University of Calcutta
03 July 2022
Accounting; Financial accounting
INTRODUCTION

In the present-day marketing scenario, consumers do not seek a product for solving
their needs; mostly they seek a specific brand. Many a time the brands have become so

important that they turned out to be generic and replaced the name of the original product. In

the marketplace, photocopy services have become synonymous with Xerox which is

basically a brand of photocopy machines. Similarly, Band-Aid , a brand introduced by

Johnson & Johnson, has been a synonym for medicated gauze with adhesive tape. Therefore,

brands and the role of branding, as traditionally understood, have been subject to constant

review and redefinition, because of its continuous change of axes of importance.

Traditionally brands have been defined as the name, associated with one or more items in the

the product line, which is used to identify the source of the character of the item(s) (Kotler, 2000)
By:  
Imprint:   University of Calcutta
Dimensions:   Height: 229mm,  Width: 152mm,  Spine: 15mm
Weight:   376g
ISBN:   9788596853798
ISBN 10:   8596853790
Pages:   280
Publication Date:  
Audience:   General/trade ,  ELT Advanced
Format:   Paperback
Publisher's Status:   Active

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