| Autor: |
Zimmer, Mary R., Little, Sheniqua K., Griffiths, Janice S. |
| Předmět: |
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| Zdroj: |
AMA Winter Academic Conference Proceedings; 1999, Vol. 10, p259, 9p, 3 Charts |
| Abstrakt: |
Examines the impact of two personality traits on consumer perceptions of historical branding strategies. Factor influencing perceived quality and brand image perceptions; Appeal of historical branding strategies to a segment of consumers beyond the turn of century; Need for more research on the issue. |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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