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Keywords: Cognition
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Journal Articles
Brand excellence: measuring the impact of advertising and brand personality on buying decisions
Available to Purchase
Journal:
Measuring Business Excellence
Measuring Business Excellence (2006) 10 (3): 56–65.
Published: 01 July 2006
... The paper reviews the literature on the brand building and develops arguments in reference to symbiotic relationship of brands with cognitive behavior of consumers. The discussion in the paper is categorically spread over brand equity, brand personality, media impact on brands and brand knowledge...
