The fit between brand personality and consumers' self. The importance of actual versus ideal self for brand performance

Krohmer, Harley; Malär, Lucia; Hoyer, Wayne; Nyffenegger, Bettina (2009). The fit between brand personality and consumers' self. The importance of actual versus ideal self for brand performance. In: Proceedings of the AMA 2009 Winter Marketing Educators' Conference, 20.-23.2.2009, Tampa, Florida. Chicago: American Marketing Association AMA

Item Type:

Conference or Workshop Item (Abstract)

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; Hoyer, Wayne David and Nyffenegger, Bettina

Publisher:

American Marketing Association AMA

Language:

English

Submitter:

Factscience Import

Date Deposited:

04 Oct 2013 15:15

Last Modified:

06 Dec 2013 14:00

URI:

https://boris.unibe.ch/id/eprint/33148 (FactScience: 198529)

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