Is brand personality reflected via brand relationship?
Gerlach, Tabea
In a time where markets are marked by the exchangability of products, the question is how can marketers create powerful brands in establishing a long-term connection with the brand. The following thesis is seeking to provide empirical support for the determinants of strong brand connections by testing a series of hypotheses using an experimental research approach with 130 participants. The thesis didn't find support for the direct impact of a ...