Browsing School of Business and Law by Author "Maehle, Natalia"
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On congruence between brand and human personalities
Maehle, Natalia; Shneor, Rotem (Journal article; Peer reviewed, 2010)Purpose: The purpose of this research paper is to uncover the relations between brand and human personality by identifying brand preferences of consumers with different personality types. Design/methodology/approach: Based ...