Brand Personality and Purchasing Decisions: Stereotype Content Model vs. Aaker Scale in an Empirical Setting - Aix-Marseille Université Access content directly
Journal Articles Marketing Year : 2010

Brand Personality and Purchasing Decisions: Stereotype Content Model vs. Aaker Scale in an Empirical Setting

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hal-01810518 , version 1 (08-06-2018)

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  • HAL Id : hal-01810518 , version 1

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Güse, Dipl-Kfr, Ivens, Björn, Brigitte Muller, Franciska Krings,. Brand Personality and Purchasing Decisions: Stereotype Content Model vs. Aaker Scale in an Empirical Setting. Marketing , 2010. ⟨hal-01810518⟩

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