The role of personality traits and motivation in determining brand ambassador performance in the alcoholic beverage industry
The research explored the role of personality traits and motivation in determining Brand Ambassador (BA) performance. Fragmentation in the media and consumers who are more aware of clever marketing, are turning to the more credible messages and advice on products or services spread by BA’s within th...
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2013
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| Online Access: | http://hdl.handle.net/2263/23617 Byers, MPC 2006 The role of personality traits and motivation in determining brand ambassador performance in the alcoholic beverage industry, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/23617 > http://upetd.up.ac.za/thesis/available/etd-03302010-121945/ |