How has the effect of brand personality on customer-based brand equity changed over time? Longitudinal evidence from a panel data set spanning 18 years
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DOI: 10.1007/s11747-022-00895-2
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- Landgraf, Polina & Stamatogiannakis, Antonios & Yang, Haiyang, 2024. "How mortality salience hurts brands with different personalities," International Journal of Research in Marketing, Elsevier, vol. 41(2), pages 308-324.
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Keywords
Brand personality; Customer-based brand equity; Panel data;All these keywords.
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