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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
