Interdependence of Personality Traits and Brand Identity in Measuring Brand Performance
Year of publication: |
2009-03
|
---|---|
Authors: | Rajagopal |
Institutions: | Escuela de Graduados en Administración Pública y Políticas Públicas (EGAP), Instituto Tecnológico y de Estudios Superiores de Monterrey (ITESM) |
Subject: | Cognitive behavior | brand identity | personality traits | bottom of the pyramid market | brand image | trust | corporate reputation | mass market | brand performance | customer value |
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