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

Konferenzbeitrag › Konferenzpaper › 2011

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. Hg. von American Marketing Association. Chicago, USA: American Marketing Association 2011( 22 (2011)), S. 416-417.

ISSN

0888-1839

ISBN

0-87757-350-6

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