Beschreibung
Enhances the brand personality equity model to include cross-cultural applicability Discusses and seeks to define the terms 'brand personality' and 'brand equity' Establishes the link between a straightforward brand personality model to brand equity
Autorenporträt
Theo Lieven is Adjunct Professor of Marketing at the Institute for Customer Insight, University Of St. Gallen, Switzerland. Previously, he founded a computer company which grew to be one of the largest European retailers in 1996, and has studied management and economics.
Herstellerkennzeichnung:
Springer Verlag GmbH
Tiergartenstr. 17
69121 Heidelberg
DE
E-Mail: juergen.hartmann@springer.com
