Anthropomorphism and consumer-brand relationships : a cross-cultural analysis
Year of publication: |
2015
|
---|---|
Authors: | Kaur Ghuman, Mandeep ; Huang, Li ; Madden, Thomas Justin ; Roth, Martin S. |
Published in: |
Strong brands, strong relationships. - London : Routledge, ISBN 978-1-138-78683-7. - 2015, p. 135-148
|
Subject: | Markenimage | Brand image | Menschenbild | Concept of man | Interkulturelles Marketing | Cross-cultural marketing | China | Indien | India | USA | United States |
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