... character and personality traits of the brand, congruent with the consumer emotions through which consumers identify themselves. Brand personality traits include brand image, responsiveness and trust among consumers. Consumer brand knowledge during the survey was explored in reference to the behavioral...

... groups. © Emerald Group Publishing Limited 2014 Communication Stakeholders Case study research Brand knowledge Brand meaning Inductive methods The opening example in The Tipping Point (Gladwell, 2002) describes brand meaning dynamics for Hush Puppies shoes. Prior to 1995...