A carregar...
Publicação
Gen z´s perception of The German mass skincare market - understanding brand performance through the lens of brand personality
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 2.52 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
A strong brand personality may drive brand performance. In the German Mass Skincare Market
where consumers face numerous brand options with similar functional benefits, it is crucial that
managers understand their brand personality and actively manage it to gain a point of
differentiation. In the context of Gen Z, sincerity, the distinctiveness of a brand dimension and
absence of negative associations contribute to strong brand personality. This work finds three
personas in the German skincare market that differ in their perception of the skincare brands.
Brands should target the persona with the strongest perception of the brand’s personality.
Descrição
Palavras-chave
Brand personality Brand performance Skincare brands Gen z CEMS MIM