2015 | OriginalPaper | Buchkapitel
Brand Personality in Industrial Markets: Conceptualization and Measurement
verfasst von : Alke Toellner, Markus Blut, Stefanie Paluch
Erschienen in: Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…
Verlag: Springer International Publishing
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This research examines the conceptualization of industrial brand personality. Until now, brand personality has been captured and investigated exclusively in consumer markets and research so far has neglected the specific characteristics of industrial markets with respect to aspects dominating exchanges in these markets which largely differ from consumer markets.