未找到相关数据
Do brand personality scales really measure brand personality?
被引：12
作者：
Audrey Azoulay
Jean-Noël Kapferer
机构：
[1] HEC (Paris),
[2] Graduate School of Management,undefined
关键词：
brand;
valuation;
equity;
electronic;
management;
e-branding;
e-tailing;
management;
international;
Internet;
marketing;
measurement;
personality;
consumers;
advertising;
fast moving;
consumer goods;
FMCG;
brand-building;
strategy;
D O I：
10.1057/palgrave.bm.2540162
中图分类号：
学科分类号：
摘要：
Since 1997, literature and research on the concept of brand personality have been flourishing, and specific scales have gone into widespread use in academic circles, unchallenged on their validity.
引用
收藏
页码：143 / 155
页数：12
相关论文