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Brand personality of two beverages categories

Conference Paper


Abstract


  • This study focuses on the 42 traits of brand personality (Aaker 1997) of six drink brands spanning across two drink segments – fizzy drink and mineral water, and measure the congruity of the brands’ personalities (five dimension) to the consumer (drinker) of those brands. A number of implications for businesses will be discussed, suggestions for future research are reviewed and the main contributions of the study will also be delineated.

UOW Authors


Publication Date


  • 2011

Citation


  • Liang, J. H., Lee, W. J. & Phau, I. (2011). Brand personality of two beverages categories. In E. Kaynak & T. D. Harcar (Eds.), 20th Annual World Business Congress of the International Management Development Association (pp. 196-203).

Start Page


  • 196

End Page


  • 203

Abstract


  • This study focuses on the 42 traits of brand personality (Aaker 1997) of six drink brands spanning across two drink segments – fizzy drink and mineral water, and measure the congruity of the brands’ personalities (five dimension) to the consumer (drinker) of those brands. A number of implications for businesses will be discussed, suggestions for future research are reviewed and the main contributions of the study will also be delineated.

UOW Authors


Publication Date


  • 2011

Citation


  • Liang, J. H., Lee, W. J. & Phau, I. (2011). Brand personality of two beverages categories. In E. Kaynak & T. D. Harcar (Eds.), 20th Annual World Business Congress of the International Management Development Association (pp. 196-203).

Start Page


  • 196

End Page


  • 203