The industrial brand personality scale: Building strong business-to-business brands

Industrial Marketing Management

Volumn 40, Issue 7, 2011, Pages 1072-1081

  Herbst, Uta ^a   Merz, Michael A ^b  

^a UNIVERSITY OF TÜBINGEN   (Germany)

^b SAN JOSE STATE UNIVERSITY   (United States)

Author keywords

B2B brand positioning; Brand personality; Business to business branding; Scale development; Scale validity

Indexed keywords

EID: 82555169678     PISSN: 00198501     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.indmarman.2011.09.003     Document Type: Article

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