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Brand equity: does personality congruency matter?

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Veloutsou, C. and Christodoulides, G. (2010) Brand equity: does personality congruency matter? In: Christ, G., Veloutsou, C., Jevons, C., de Chernatony, L. and Papadopoulos, N. (eds.) Contemporary Issues in Brand Research. ATINER, Athens, pp. 271-282. ISBN 9789606672682

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Item Type:Book or Report Section
Refereed:Yes
Divisions:Henley Business School > Marketing and Reputation
ID Code:25931
Publisher:ATINER
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