On congruence between human and brand personalities in Chinese culture context

2012

Masteroppgave i økonomi og administrasjon - Universitetet i Agder 2012 Brand personality is believed as an important concept in marketing for the reason that , consumers tend to grow an emotional bonding with the brands that have similar personality traits with their own and thus ,there is a congruence between human and brands personalities. This congruence however , to certain degree is believed to be influenced by another vital concept in consumer behavior : Culture. This paper is conducted in China ,and explores how culture affects the congruence pattern between human and brands personalities by comparing the congruence patterns in China and in another culture. To help defining and compa…