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Keywords: Brand personality
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Journal Articles
Journal:
The TQM Journal
The TQM Journal (2014) 26 (1): 75–87.
Published: 07 January 2014
...Marta Maria Ugolini; Fabio Cassia; Vania Vigolo Purpose – The purpose of this paper is to verify whether gender traits of brand personality (masculinity vs femininity) are able to differentiate services brands belonging to the same service industry. Second, this paper intends to assess...
