Brand excellence: Measuring the impact of advertising and brand personality on buying decisions

Measuring Business Excellence

Volumn 10, Issue 3, 2006, Pages 56-65

  Rajagopal, ^a  

^a EGADE BUSINESS SCHOOL   (Mexico)

Author keywords

Advertising research; Brand image; Brand management; Cognition; Consumer behaviour

Indexed keywords

EID: 33747759715     PISSN: 13683047     EISSN: None     Source Type: Journal    
DOI: 10.1108/13683040610685793     Document Type: Review

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