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Trait
transference
from brands to individuals : the impact of brand-behavior congruency
Jerónim, Rita
;
Ramo, Tânia
;
Ferreira, Mário B.
- In:
Journal of business research : JBR
88
(
2018
),
pp. 54-65
Persistent link: https://www.econbiz.de/10011869525
Saved in:
2
Brand trait
transference
: when celebrity endorsers acquire brand personality traits
Arsena, Ashley
;
Silvera, David H.
;
Pandelaere, Mario
- In:
Journal of business research : JBR
67
(
2014
)
7
,
pp. 1537-1543
Persistent link: https://www.econbiz.de/10010379277
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