Browsing AURA by Author "Xiao, Shan"
Now showing items 1-1 of 1
-
On congruence between human and brand personalities in Chinese culture context
Xiao, Shan (Master thesis, 2012)Brand personality is believed as an important concept in marketing for the reason that , consumers tend to grow an emotional bonding with the brands that have similar personality traits with their own and thus ,there is a ...