An empirical comparison of the stereotype content model and the Aaker scale of brand personality in purchasing processes

Professorship/Faculty: Sales and Marketing  
Authors: Güse, Katharina S.; Ivens, Björn Sven  ; Müller, Brigitte; Krings, Franciska
Title of the compilation: Summer Educators' Conference <2010, Boston>: Papers
Corporate Body: Summer Educators' Conference, Boston, 11.-13. August, 2010
American Marketing Association
Publisher Information: Boston
Year of publication: 2010
Language(s): German
Document Type: Conferenceobject
Release Date: 30. April 2014