Surveying the Relationship between Brand Equity and Brand-Customer Personality Congruency
Assigning human`s personality features to brands is one of the main subjects that has beenfocused by researchers in latest decades. On the other hand, congruency of brand personalitywith customers` personality is a concept that could affect brand equity. So in order to explorethis relationship, this...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
| Published: |
University of Isfahan
2013-01-01
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| Series: | تحقیقات بازار یابی نوین |
| Subjects: | |
| Online Access: | http://uijs.ui.ac.ir/nmrj/browse.php?a_id=260&slc_lang=en&sid=1&ftxt=1 |