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Brand Personality and Purchasing Decisions: Stereotype Content Model vs. Aaker Scale in an Empirical SettingMarketing , 2010
Journal articles
hal-01810518v1
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An empirical comparison of the stereotype content model and the Aaker scale of brand personality in purchasing processesAmerican Marketing Association Summer Marketing Educators’ Conference, 2010, Boston, United States
Conference papers
hal-01810513v1
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