Consumers often choose and use brands that have a brand personality consistent with their own actual self-concept, ideal self-concept, or others self-concept. Examine one of your recent purchases of a car, computer, furniture, or clothing, etc.
- Why did you purchase this product?
- Who influenced this purchase?
- What does this purchase say about your own self-concept ideas?
- What is your definition of the "brand personality” of this recent purchase--as compared to the definitions stated in the chapter by Stanford's Jennifer Aaker?
Assignment requires responding to the above questions including an introduction and conclusion.
Also add a title and references page in APA format.
For potential full credit, make use of marketing concepts from the readings and other sources, Papers must have at least two (2)references of credible marketing theory, one from the text book（Marketing Management, Publisher: Pearson Author(s): Kotler, Philip & Keller, Kevin）