Document Type
Conference Proceeding
Publication Date
2017
Journal Title or Book Title
MMA: 2017 Annual Spring Conference Proceedings
Version
Publisher's PDF
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.
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)" (2017). Faculty Works: Business (1973-2022). 38.
https://digitalcommons.molloy.edu/bus_fac/38
