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Markenliebe bei Mitarbeitern : Konzeptualisierung, Determinanten und Konsequenzen auf Basis einer empirischen Untersuchung

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Emotionales Erleben der Markenpersönlichkeit durch verbales Mitarbeiterverhalten

Lieven, Theo; Tomczak, Torsten - In: Erlebniskommunikation : Erfolgsfaktoren für die …, (pp. 73-95). 2011

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Building brand's value : research on brand image, personality and identification

Wu, Chao Sen; Chen, Tien-Tze - In: International journal of management, economics and … 8 (2019) 4, pp. 299-318

The purpose of the study was to investigate and analyze the relationships among three research variables: brand Image, brand Identification and brand Personality. Standard surveys were administered to 1032 subjects who had knowledge of Volvo and the Volvo endorsement by Jeremy Lin and had...

Persistent link: https://www.econbiz.de/10012149022