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Keywords: Brand personality
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Journal Articles
Intertwined: Brand personification, brand personality and brand relationships in historical perspective
Available to Purchase
Journal of Historical Research in Marketing (2015) 7 (2): 208–231.
Published: 18 May 2015
...Mark Avis; Robert Aitken Purpose – The purpose of this paper is an examination of the role of brand personification in the development of the concepts of brand personality and brand relationships. Design/methodology/approach – The paper is a critical evaluation of literature from the 1950s...
