Creating Online Brand Personality: The Role of Personal Difference

Journal of Promotion Management

Volumn 19, Issue 2, 2013, Pages 167-187

  Chung, Hwiman ^a   Ahn, Euijin ^b  

^a NEW MEXICO STATE UNIVERSITY   (United States)

^b Yeungnam University   (South Korea)

Author keywords

brand personality; Online brand; online brand structure; personality difference

Indexed keywords

EID: 84877309487     PISSN: 10496491     EISSN: 15407594     Source Type: Journal    
DOI: 10.1080/10496491.2013.769472     Document Type: Article

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