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

Güse, KatharinaKatharinaGüseIvens, Björn SvenBjörn SvenIvens0000-0001-8510-5212Müller, BrigitteBrigitteMüllerKrings, FranciskaFranciskaKrings2019-09-192014-04-302010https://fis.uni-bamberg.de/handle/uniba/3839deuAn empirical comparison of the stereotype content model and the Aaker scale of brand personality in purchasing processesconferenceobject