This paper aims at empirically testing the impact a brand personality can have on consumer evaluations of goods and services. The good and service were characterized by low involvement and familiarity as such and based on the recommendations of previous
Description:
Project (M.B.A.)--American University of Beirut, Suliman S. Olayan School of Business, 2010.;"First Reader : Dr. Imad Baalbaki, Visiting Assistant Professor , Suliman S. Olayan School of Business--Second Reader : Mrs. Annelie Moukaddem, Instructor, Sulima
