Cultural factors that impact brand personification strategy effectiveness
Year of publication: |
2014
|
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Authors: | Aguirre-Rodriguez, Alexandra |
Published in: |
Psychology & marketing. - Hoboken, NJ : Wiley Blackwell, ISSN 0742-6046, ZDB-ID 226933-8. - Vol. 31.2014, 1, p. 70-83
|
Subject: | Markenimage | Brand image | Persönlichkeitsmerkmal | Personality trait | Werbewirkung | Advertising effects | Interkulturelles Marketing | Cross-cultural marketing | Bibliometrie | Bibliometrics |
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