Marketing Management : Brand Personality as a Driver of Support

A study was conducted with more than 1500 advisors in order to understand the relationship between an advisor’s intentions to support a company and personality characteristics that the advisor associates with the company.

This report offers insight into the relationship between the brand’s personality and whether or not that brand will be supported by financial advisors in terms of sales.

Marketing managers recognize the importance of positioning the brand not only with respect to functional dimensions but also with respect to personality characteristics. This report offers substantial guidance with respect to the influence of personality traits on loyalty.

For access to this report, contact Hugh Murphy at 647.244.8887.