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Brand Personality in Chile
The purpose of our study is to extend previous work on brand personality (Aaker 1997). While following Aaker’s recommended methodology, we did so in the context of an emerging market economy such as Chile, and using a combined emic-etic research approach. Then, we investigated the cross-cultural ap...
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| Main Authors: | , , |
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| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Universidad de Chile
2010-02-01
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| Colecção: | Estudios de Administración |
| Acesso em linha: | https://estudiosdeadministracion.uchile.cl/index.php/EDA/article/view/56336 |
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