Neural Networks and Rules-based Systems used to Find Rational and Scientific Correlations between being Here and Now with Afterlife Conditions
February 17, 2026
Neural Networks and Rules-based Systems used to Find Rational and
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5ZA47
Margaret Solo-Anaeto
This study investigated the value of brand personality among undergraduate users of smartphones. The descriptive survey method was adopted using structured questionnaire to collect data from 200 undergraduates of Babcock University, Nigeria. Aaker (1997) brand personality model was modified and used as basis to find out the brand personality ascribed to smartphone brands. Of the three most used smartphone brands among the undergraduates, Samsung is perceived to have an exciting, rugged and sophisticated brand personality, Apple have an exciting, competent and sophisticated personality while Blackberry a personality of ruggedness and competence. The principle of self-congruity theory was upheld as the undergraduates’ self-personality closely matched the brand-personality of their smartphones brands. A moderate level of brand community building was established among the undergraduates.
Margaret Solo-Anaeto. 2016. \u201cSmartphone Brand Personality as a Predictor of Brand Value among Undergraduates of Babcock University\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 16 (GJMBR Volume 16 Issue E1): .
Crossref Journal DOI 10.17406/GJMBR
Print ISSN 0975-5853
e-ISSN 2249-4588
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This study investigated the value of brand personality among undergraduate users of smartphones. The descriptive survey method was adopted using structured questionnaire to collect data from 200 undergraduates of Babcock University, Nigeria. Aaker (1997) brand personality model was modified and used as basis to find out the brand personality ascribed to smartphone brands. Of the three most used smartphone brands among the undergraduates, Samsung is perceived to have an exciting, rugged and sophisticated brand personality, Apple have an exciting, competent and sophisticated personality while Blackberry a personality of ruggedness and competence. The principle of self-congruity theory was upheld as the undergraduates’ self-personality closely matched the brand-personality of their smartphones brands. A moderate level of brand community building was established among the undergraduates.
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