Brand personality perceptions of luxury sedan motor vehicles amongst the South African Generation Y cohort / Philasande Sokhela
Brand personality is a set of human personality traits that are relevant to a brand. A distinctive brand personality serves a symbolic or self-expressive function and helps to create a set of unique and favourable associations in the consumer’s mind. Generation Y consumers are considerably more bran...
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| Language: | en |
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2015
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| Online Access: | http://hdl.handle.net/10394/14725 |