The Interaction Between a Brand's Personality and Its Consumers: Performance Implications and Implementation Issues

Krohmer, Harley; Malaer, Lucia; Nyffenegger, Bettina (2006). The Interaction Between a Brand's Personality and Its Consumers: Performance Implications and Implementation Issues. In: Avlonitis, George J.; Papavassiliou, Nicholas; Papastathopoulou, Paulina (eds.) Sustainable Marketing Leadership. A Synthesis of Polymorphous Axioms, Strategies and Tactics, Proceedings of the 35th EMAC Conference, Athens, 23.-26.5.2006. Brüssel: European Marketing Academy

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Item Type:

Conference or Workshop Item (Paper)

Division/Institute:

03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Innovation Management > Marketing

UniBE Contributor:

Krohmer, Harley; Malär, Lucia and Nyffenegger, Bettina

Publisher:

European Marketing Academy

Language:

English

Submitter:

Factscience Import

Date Deposited:

04 Oct 2013 14:48

Last Modified:

04 May 2014 23:14

URI:

https://boris.unibe.ch/id/eprint/19866 (FactScience: 2887)

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