This question is based on this week’s required reading by Guèvremont, A., & Grohmann, B. (2013). The impact
of brand personality on consumer responses to persuasion attempts (Links to an external site.). Journal of
Brand Management, 20(6), 518-530. doi:http://dx.doi.org/10.1057/bm.2012.58
With regard to the article, answer the following questions:
Were the hypotheses clear and understandable? Why or why not?
Were the statistical tests performed presented and clearly mentioned?
Were the research results clearly presented?
What action would you take if you were a CMO, based on these research results?
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