Brand personality : current insights and future research directions
Year of publication: |
2023
|
---|---|
Authors: | Calderón-Fajardo, Victor ; Molinillo, Sebastian ; Anaya-Sánchez, Rafael ; Ekinci, Yuksel |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 166.2023, p. 1-14
|
Subject: | Brand personality | Literature review | Bibliometric analysis | Text mining | Science mapping | Co-word analysis | Bibliometrie | Bibliometrics | Markenimage | Brand image | Text | Markenführung | Brand management |
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