... to brand (Holland, 2017). The concept of branding has been evolving over the entire history. In the 21st century, the core concept in the literature of marketing is brand personality, i.e. a set of human characteristics associated with a brand. Consumer looks for a brand to express his or her own...

... perceptions were measured for the content of the two fabrics (cotton and polyester) on five different personality attribute dimensions (sincerity, excitement, competence, sophistication and ruggedness). After the IAT, participants completed the post-IAT survey, including explicit measures of brand personality...

... effective marketing program. However, the brand image literature in consumer marketing can be characterized as fragmented. Even the definitions of brand image lack consensus. This paper critically reviews the meaning of brand image and its related concept, brand personality, and discusses marketing...