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An Influencing Research on Brand Personality to Perceived Quality

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Author(s): Ke Xue | Mingyang Yu | Chunzhang Liu

Journal: International Journal of Business and Management
ISSN 1833-3850

Volume: 2;
Issue: 4;
Date: 2009;
Original page

ABSTRACT
Starting with the research on brand personality, this article explains perceived quality in detail and studies the influences of brand personality to perceived quality by means of questionnaires. Taking mobile phone brand as stimulus, the research discovers the competence personality of mobile phone has biggish influences to perceived quality.
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