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Keywords: Brand personality
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Journal Articles
Journal:
Industrial Management & Data Systems
Industrial Management & Data Systems (2013) 113 (5): 712–731.
Published: 17 May 2013
... in three areas: improved brand experience, improved brand personality and increased brand reputation. EQS was used to test the proposed model. Findings Regarding event experience antecedents, “immersion” has been identified as the most important one and brand experience as an important effect. Also...
