HOW BRAND PERSONALITY INFLUENCES CONSUMER'S BRAND PREFERENCE
The purpose of the present paper is to identify if the congruence of the consumers personality with the perceived brand per-sonality increases their brand preferences. To achieve this purpose, the paper was structured in two parts; the first part contains a general literature review of the consumer...
| Main Authors: | , |
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| Format: | Article |
| Language: | deu |
| Published: |
Publishing Center "Kyiv University"
2015-06-01
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| Series: | Вісник Київського національного університету імені Тараса Шевченка. Серія Економіка |
| Subjects: | |
| Online Access: | http://bulletin-econom.univ.kiev.ua/wp-content/plugins/download-attachments/includes/download.php?id=1244 |