What Makes a Brand Exciting? The Role of Embodiment in Brand Personality Interpretation

Typ

Beitrag Konferenzband von Prof. Dr. Steffen Herm

Zitation

Herm, Steffen; Möller, Jana: What Makes a Brand Exciting? The Role of Embodiment in Brand Personality Interpretation. In: American Marketing Association (AMA) Summer Educators' Conference Proceedings, S. 416-417, American Marketing Association, Chicago, USA, 2011, ISBN 0-87757-350-6, ISSN 0888-1839