{"product_id":"a-study-on-personality-congruence-between-brand-and-its-consumers-9788596853798","title":"A study on personality congruence between brand and its consumers","description":"\u003cp\u003e • Author(s): Saugat Ghosh\u003cbr\u003e • Publisher: University of Calcutta\u003cbr\u003e • Publisher Imprint: University of Calcutta\u003cbr\u003e • BISAC: Accounting - General\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eINTRODUCTION\u003c\/p\u003e\u003cp\u003eIn the present-day marketing scenario, consumers do not seek a product for solving\u003c\/p\u003e\u003cp\u003etheir needs; mostly they seek a specific brand. Many a time the brands have become so\u003c\/p\u003e\u003cp\u003eimportant that they turned out to be generic and replaced the name of the original product. In\u003c\/p\u003e\u003cp\u003ethe marketplace, photocopy services have become synonymous with \"Xerox‟ which is\u003c\/p\u003e\u003cp\u003ebasically a brand of photocopy machines. Similarly, \"Band-Aid‟, a brand introduced by\u003c\/p\u003e\u003cp\u003eJohnson \u0026amp; Johnson, has been a synonym for medicated gauze with adhesive tape. Therefore, \u003c\/p\u003e\u003cp\u003ebrands and the role of branding, as traditionally understood, have been subject to constant\u003c\/p\u003e\u003cp\u003ereview and redefinition, because of its continuous change of axes of importance.\u003c\/p\u003e\u003cp\u003eTraditionally brands have been defined as the name, associated with one or more items in the\u003c\/p\u003e\u003cp\u003ethe product line, which is used to identify the source of the character of the item(s)\" (Kotler, 2000)\u003c\/p\u003e","brand":"University of Calcutta","offers":[{"title":"Paperback","offer_id":45138239127703,"sku":"9788596853798","price":2454.0,"currency_code":"INR","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9788596853798.webp?v=1767653730","url":"https:\/\/atlanticbooks.com\/products\/a-study-on-personality-congruence-between-brand-and-its-consumers-9788596853798","provider":"Atlantic Books","version":"1.0","type":"link"}