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New Publication by Rotem Shneor and Natalia Mæhle in the Journal of Product and Brand Management (JPBM)
Rotem Shneor, one of UiA's international management doctoral candidates, and Natalia Mæhle a recent PhD graduate from NHH in Bergen, have published an article in the Journal of Product and Brand Management (JPBM). The article is titled: On congruence between brand and human personalities.
The article tries to uncover relationships between human and brand personalities by identifying brand preferences of consumers with different personality types. Data was collected among Norwegian students at UiA, and the analysis was made based on evaluations of brands from the retailing sectors of fashion, furniture and supermarkets.
Read more here.
Natalia Maehle, Rotem Shneor. (2010) On congruence between brand and human personalities. Journal of Product & Brand Management 19:1, 44-53
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