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

Brigitte Muller; Franciska Krings,

Conference papers

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

Brigitte Muller ^{1, 2} Franciska Krings,

1 LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas

2 IAE Toulon - Institut d'Administration des Entreprises (IAE) - Toulon

Document type :

Conference papers

Domain :

Humanities and Social Sciences

Humanities and Social Sciences / Business administration

Complete list of metadata

https://hal-amu.archives-ouvertes.fr/hal-01810513
Contributor : Aaisha Arbab Khan <>
Submitted on : Friday, June 8, 2018 - 4:59:15 AM
Last modification on : Saturday, June 9, 2018 - 1:15:36 AM

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

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

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