The relationship of consumer personality trait, brand personality and brand loyalty : an empirical study of toys and video games buyers
Long-Yi Lin
Year of publication: |
2010
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Authors: | Lin, Long-yi |
Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 19.2010, 1, p. 4-17
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Subject: | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Markentreue | Brand loyalty | Konsumentenverhalten | Consumer behaviour | Spielwaren | Toys | Taiwan |
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