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 Andrea, Nyffenegger, Bettina
Publisher:	European Marketing Academy
Language:	English
Submitter:	Factscience Import
Date Deposited:	04 Oct 2013 14:48
Last Modified:	02 Mar 2023 23:22
URI:	https://boris.unibe.ch/id/eprint/19866 (FactScience: 2887)