The essay topic is as follows:
““Many brand theorists argue that a brand’s personality plays an important role in
generating consumer engagement with the brand. Although anecdotal evidence and
logical arguments support this assertion researchers have published few empirical
studies to verify it.”
You are required to research and discuss this assertion in a scholarly essay
This is an essay based on scholarly journal article research, theory and critical evaluation/synthesis (not mere description). You must support your answer with a minimum of 6 journal articles (can be peer reviewed or otherwise but must be from sources classified as Journals). The essays upper word limit is 2,500 words. There is no minimum word limit. The upper word limit is strict. NB. The word limit does not include; title page/cover page, sub-headings, reference list (it does include in-text citations), appendix.
A minimum of 6 journal articles. Penalty of 20/100 marks applied if this criteria is not met.
Full Harvard author-date referencing is required (in-text citations, and reference list).
Exceeding the word limit will lead to a deduction of 10/100 marks.
Essay should be formatted as follows; size 12 times new roman font, 1.5 line spacing, regular margins, headings in capitals and bold, sub-headings in upper and lower case and bold italics.