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 been focused by researchers in latest decades. On the other hand, congruency of brand personality with customers` personality is a concept that could affect brand equity. So in order to explore this relationship, t...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
| Published: |
University of Isfahan
2013-03-01
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| Series: | تحقیقات بازار یابی نوین |
| Subjects: | |
| Online Access: | http://uijs.ui.ac.ir/nmrj/browse.php?a_code=A-10-330-1&slc_lang=en&sid=1 |