What Makes a Brand Exciting? The Role of Embodiment in Brand Personality Interpretation
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› 2011
Zitation
Konferenzbeitrag Full Paper
Herm, Steffen; Möller, Jana: What Makes a Brand Exciting? The Role of Embodiment in Brand Personality Interpretation. In: American Marketing Association (AMA) Summer Educators' Conference Proceedings. Hg. von American Marketing Association. Chicago, USA: American Marketing Association 2011( 22 (2011)), S. 416-417.