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Keywords: Creative thinking
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Journal Articles
Excitement or sophistication? A preliminary exploration of online brand personality
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2006) 23 (3): 279–303.
Published: 01 May 2006
... in traditional corporate advertising (Hwang et al., 2003). © Emerald Group Publishing Limited 2006 Creative thinking Internet Marketing communications Brand identity Multinational companies Brand personality is one of the core dimensions of brand equity (Aaker, 1996...
