Consumption symbols as carriers of culture : a study of Japanese and Spanish brand personality constructs
Jennifer Lynn Aaker, Verónica Benet-Martínez and Jordi Garolera
Year of publication: |
2009
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Authors: | Aaker, Jennifer ; Benet-Martínez, Verónica ; Garolera, Jordi |
Published in: |
Cross-cultural and critical perspectives on brands. - London [u.a.] : Routledge. - 2009, p. 84-120
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Subject: | Markenartikel | Brand | Markenimage | Brand image | Kultur | Culture | Soziale Werte | Social values | Konsumentenverhalten | Consumer behaviour | Vergleich | Comparison | Japan | Spanien | Spain | USA | United States |
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