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Brand Personality and Marketing Theories

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Please help with the following problem.

Draw marketing theories of reputable authors like Kotler and Keller, provide a brief discussion on how brand personality affects customer buying decisions.

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Solution Summary

This solution discusses the concept of brand personality and gives suggestions for incorporating the concept into marketing theories. The expert helps draw marketing theories of reputable authors like Kotler and Keller and provides a brief discussion on how brand personality affects customer buying decisions. Personality traits discussed include excitement, sincerity, ruggedness, competence and sophistication. The explanation is given in 212 words.

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Problem: Draw marketing theories of reputable authors like Kotler and Keller, provide a brief discussion on how brand personality affects customer buying decisions.

Solution:
Kotler and Keller provide an excellent definition of brand personality. They describe the term as meaning the "set of human characteristics that are attributed to a brand name." It is sort-of ...

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