A lovable personality : the effect of brand personality on brand love
Year of publication: |
September 2016
|
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Authors: | Roy, Pinaki ; Khandeparkar, Kapil ; Motiani, Manoj |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 23.2016, 5, p. 97-113
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Subject: | brand love | brand personality | sincerity | excitement | branding | relationship marketing | Markenimage | Brand image | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Emotion | Persönlichkeitspsychologie | Personality psychology |
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