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

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 population.