Connecting with Brands: Brand Personality and Brand Outcome, Valuing Persons with Special Needs (PSN)

Dawn DiStefano; Pradeep Gopalakrishna

Connecting with Brands: Brand Personality and Brand Outcome, Valuing Persons with Special Needs (PSN)

Dawn DiStefano, Pradeep Gopalakrishna

School of Business

Pace University

Research & Scholarship: Chapter in Book/Report/Conference proceeding › Conference contribution

Abstract

There are many individuals with physical and developmental disabilities who have the capability to make every day purchases and who frequent particular brands. Studies on buying trends of individuals with physical disabilities is available; however, there is a need for academic study to explore how individuals with developmental disabilities connect to various brands via brand personality. The proposed embryo case study will investigate how individuals with developmental disabilities associate with particular brands utilizing the Brand Personality scale (Aaker 1997) to predict brand outcome (e.g. brand connection, purchase likelihood, and brand choice) as well as promote inclusive marketing methods for the above-mentioned population.

Original language	American English
Title of host publication	MMA: 2017 Annual Spring Conference Proceedings
State	Published - Jan 1 2017

Keywords

persons with special needs
brands
brand marketing
personal brand scale
brand connection
brand personality

Disciplines

Business

Access to Document

https://digitalcommons.molloy.edu/bus_fac/38License: Unspecified

Cite this

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