Guzmán, Francisco; Paswan, Audhesh K.; Fabrize, Robert O. - In: Journal of Consumer Marketing 34 (2017) 4, pp. 306-318
paper is to investigate the effect of migration in the perception-of-self and if differences in the perception-of-self … brand image of two TV media Mexican brands and their perception-of-self based on Aaker’s 42 brand personality traits …. Findings The results of this paper indicate that the perception-of-self is different for Latinos residing in their home country …
