Consumers' implicit theories about personality influence their brand personality judgments
Year of publication: |
2012
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Authors: | Mathur, Pragya ; Jain, Shailendra Pratap ; Maheswaran, Durairaj |
Published in: |
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology. - Hoboken, NJ : Wiley, ISSN 1057-7408, ZDB-ID 1109529-5. - Vol. 22.2012, 4, p. 545-557
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Subject: | Markentransfer | Brand extension | Konsumentenverhalten | Consumer behaviour |
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