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

Domaines: Sciences de l'Homme et Société; Gestion et management

Brigitte Muller, Franciska Krings,. An empirical comparison of the stereotype content model and the Aaker scale of brand personality in purchasing processes. American Marketing Association Summer Marketing Educators’ Conference, 2010, Boston, United States. ⟨hal-01810513⟩