Consumers' brand personality perceptions in a digital world : a systematic literature review and research agenda
Year of publication: |
2022
|
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Authors: | Ghorbani, Mijka ; Karampela, Maria ; Tonner, Andrea |
Published in: |
International journal of consumer studies. - Oxford [u.a.] : Wiley-Blackwell, ISSN 1470-6431, ZDB-ID 2141394-0. - Vol. 46.2022, 5, p. 1960-1991
|
Subject: | systematic literature review | brand personality | consumer perceptions | digital | digital branding | future research agenda | TCCM framework | Digitalisierung | Digitization | Markenführung | Brand management | Markenimage | Brand image | Bibliometrie | Bibliometrics | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing |
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