Leão, André Luiz Maranhão de Souza; Camargo, Thiago … - In: Brazilian Business Review 10 (2013) 3, pp. 34-52
This article examines an increasingly common practice of companies, the effort to establish strong ties between their brands and consumers. In this examination we apply the ideas of brand personality developed by Aaker (1997), according to which the attribution of human characteristics to brands...
