Responsible and active brand personality: On the relationships with brand experience and key relationship constructs
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DOI: 10.1016/j.jbusres.2017.08.027
Abstract: Abstract Brand personality is a key concept in marketing that can be used to create competitive differentiation. Two of the most relevant dimensions of brand personality for academics and practitioners are responsible and active. However,… read more here.
Keywords: responsible active; brand personality; relationship; brand ... See more keywords