•  Detailed Results of the Brand personality Research
Anthropomorphization happens whenever human characteristics are imputed to inanimate objects. This aptitude is observable in all cultures because it simplifies the interaction with nonliving objects (Fournier 1998, p.344). In search for ways to encourage lasting costumer relationships the brand personality concept becomes a more prominent anthropomorphization in marketing. Brand personality is: “the set of human characteristics associated with a brand” (Aaker 1997, p. 347). Aaker’s brand personality scale was chosen for the purpose of this paper to create and analyze an online survey among Polish and German people in order to assess cultural differences in the perception of brand personalities.
•  Summary of the findings of my Research
brand personality, brandvote, cultural differences in the perception of brand pesonality

Overview

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