Impact of advertising variability on building customer-based brand personality in a competitive environment empirical analysis with reference to Mexico

Latin American Business Review

Volumn 6, Issue 3, 2006, Pages 63-84

  Rajagopal, ^a  

^a SCHOOL OF ENGINEERING AND SCIENCES   (Mexico)

Author keywords

Advertising impact; Brand personality; Brand relationship; Cognitive behavior; Decision making

Indexed keywords

EID: 33746495572     PISSN: 10978526     EISSN: 15286932     Source Type: Journal    
DOI: 10.1300/J140v06n03_03     Document Type: Article

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