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ABSTRACT This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a ‘classic’ - an article that has withstood the test of time. First published in 1984, Plummer develops the theory that it is the brand personality (the part of a brand image that is not purely physical or functional) that determines its appeal - and that measuring and adjusting consumer perceptions of brand personality can really make a difference. He uses Dr Pepper as a case study.
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Joseph T. Plummer (Wed,) studied this question.
synapsesocial.com/papers/69df19e6b46aaead81614311 — DOI: https://doi.org/10.2501/jar-40-6-79-83
Joseph T. Plummer
Creative Technology (Singapore)
Journal of Advertising Research
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