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authFullName_s : Franciska Krings,

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

Güse, Dipl-Kfr , Ivens, Björn , Brigitte Muller , Franciska Krings,
Marketing , 2010
Journal articles hal-01810518v1

An empirical comparison of the stereotype content model and the Aaker scale of brand personality in purchasing processes

Brigitte Muller , Franciska Krings,
American Marketing Association Summer Marketing Educators’ Conference, 2010, Boston, United States
Conference papers hal-01810513v1