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Bianca-Florentina CHEREGI
Pág. 285 - 305
The rise of social media and the emergence of globalization has changed the relationship between brands and consumers. The aim of this paper is to discuss how is this relationship affected by user generated content (UGC) and user generated brands (UGB). ...
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Manuel Escobar Farfán,Camila Mateluna Sanchez
Pág. 29 - 42
Brand personality has been studied and completed over the past two decades. Currently, studies comprise characterization and differentiations among brands. Jennifer Aaker (1997) proposed a generizable and reliable scale model applicable to the American c...
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Nidhi Agrawal, Geeta Menon, and Jennifer L. Aaker
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Jennifer L. Aaker and Angela Y. Lee
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Donnel A. Briley and Jennifer L. Aaker
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Gita Venkataramani Johar, Jaideep Sengupta, and Jennifer L. Aaker
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