Published September 7, 2018
| Version v1
Journal article
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The impact of brand personality on the willingness of the audience to buy
Creators
- 1. Research Scholar, Institute of Management and Entrepreneurship Development (IMED), Bharati Vidyapeeth( Deemed to be University), Pune (India)
- 2. Professor, Institute of Management and Entrepreneurship Development(IMED), Bharati Vidyapeeth( Deemed to be University), Pune (India)
Description
Nowadays, attracting and maintaining the customer and persuading them to buy are one of the most important factors in the survival of a brand. To convince a customer to buy, it is necessary for the customer to feel the similarity between themselves and the brand personality. This similarity gives the customer a sense of being one with brand personality, This makes it possible to select a brand over other existing brands.
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