Persönlichkeit zu einer differenzierenden, authentischen und höchst relevanten Marke zu machen. Wie eine Personal Brand aufgebaut und …

This work develops an evaluation framework to Arts-Based Brand Research (ABBR) to make methods comparable. Further the … evaluation framework is used to compare four arts-based methods. It turned out that previous studies try to capture the brand … of standardized survey, because the emotions and attributes to the brand, which manifest themselves through images …

of Guadagni and Little's (1983) "brand loyalty" measure. It is applied to two product categories to compare the effects …