How To Create Profits Using Viral Marketing Techniques - Jennifer Aaker in...
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Jennifer Aaker in her 'Journal of Marketing Research' article, Dimensions of brand personality, relates the Big Five Human Personality Traits to the Big Five Brand Personality Traits.
Big Five Brand Personality Traits:
1. Sincerity,
2. Excitement,
3. Competence,
4. Sophistication,
5. Ruggedness.
When companies build a website or implement any marketing initiative there are consequences in the market collective; managing those consequences is critical to not just developing a brand personality but managing and fostering it to meet your ultimate marketing motive; generating more sales and profits.
Maslow's Extended Hierarchy of Needs as it relates to Marketing
Abraham Maslow, who was the chairman of the psychology department at Brandeis University in the early 1950's, developed a theory for the hierarchy of human needs. Before his death in 1970 he revised his theory by extending the hierarchy to include higher value components.
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