{"product_id":"brand-personality-as-an-image-conveyor-von-riina-koris","title":"Brand Personality as an Image Conveyor","description":"\u003cp\u003eOrganizations would like the underlying values of a  business to occupy the minds and hearts of their  customers, since, as Jack Trout puts it ¿the most  successful companies (or brands) are those that \"own  a word¿ in the mind of the prospect\".  They underlying theory is that of Tversky¿s and  Kahnemann¿s who claim that while making  nontransparent choices ¿  those, that the consequence of are unknown and have  a large impact on our future life ¿ people rely on  their emotions. The author of this thesis assumes  that the decision of hiring an employee constitutes  a nontransparent choice for a top- or middle manager  of an enterprise.  The thesis also relies on the opinion that when  customers think about or choose between different  companies, they do not contemplate on the companies¿  strategy. Instead, they often rely on their  subconscious evaluations and attitudes to the  company prior to making a choice.  The author set out to identify the emotional image  through identifying the brand personality and has  done so using the modified brand personality  construct, first developed and used by Jennifer  Aaker in 1997.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783838360768\"\u003e\u003ch3\u003eBrand Personality as an Image Conveyor: EBS and the ideal business school as an example\u003c\/h3\u003e\u003c\/div\u003e","brand":"Autorenwelt Shop","offers":[{"title":"Softcover - 9783838360768","offer_id":39498967449693,"sku":"9783838360768","price":49.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/014e1dba-4733-4308-8f5b-97d68d9ba8ec.jpg?v=1757743488","url":"https:\/\/shop.autorenwelt.de\/products\/brand-personality-as-an-image-conveyor-von-riina-koris","provider":"Autorenwelt Shop","version":"1.0","type":"link"}