We cited Roberts (2010) who, based on extensive research, found different leading archetypes depending on the product category. We added our thoughts as scope for further research in chapter 4.We added Matzler et al. (Personality, person-brand fit, and brand community: An investigation of individuals, brands, and brand communities. Journal Of Marketing Management) as research on customer-brand relationship.
The results would have been more compelling if the study measured the impact of ad campaigns (sets of related ads) in delivering a consistent (reliable) impression.