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. 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:

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  • 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?

Review two other students’ posts and evaluate their suggested actions as a CMO.

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