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- W3168575667 abstract "The impact of brand personality, origin and psychographics on youth advertising response is examined. Each advertising response variable was submitted to GLM repeated measures ANCOVA, using a factorial design with two within-subject factors, 5 brand personality-identity-style constructs (sincerity, excitement, competence, sophistication or ruggedness) x 3 brand origins (Portuguese, English name or foreign branding), and each individual variable (sex, group, ethnocentrism, self-monitoring, fashion leadership, susceptibility to interpersonal influence, materialistic values, desire for unique products and price sensitivity) as between-subjects factor. A brand equity comparative analysis was accomplished using price sensitivities. The ideal brand combines sophistication personality with foreign branding strategy." @default.
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- W3168575667 date "2003-01-01" @default.
- W3168575667 modified "2023-10-14" @default.
- W3168575667 title "The impact of brand personality, origin and psychographics on youth response toward fashion clothing advertising: a brand equity measurement approach" @default.
- W3168575667 hasPublicationYear "2003" @default.
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