Document Type
Peer-Reviewed Article
Publication Date
2018
Journal Title or Book Title
Journal of Marketing Development and Competitiveness
Volume
12
Issue
2
Version
Publisher's PDF
Publisher's Statement
Published by the North American Business Press. Author retains the right to: Deposit an electronic copy of your own final version of your article, pre- or post-print, on your own or institutional website. The electronic copy cannot be deposited at the stage of acceptance by the Editor.
Abstract
There are many individuals with developmental disabilities who have the capability to make independent 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 purpose.
Related Pillar(s)
Study
Recommended Citation
DiStefano, Dawn MBA and Gopalakrishna, Pradeep, "Connecting with Brands: Brand Personality and Brand Outcome, Valuing Persons with Special Needs (PSN)" (2018). Faculty Works: Business (1973-2022). 36.
https://digitalcommons.molloy.edu/bus_fac/36
