The Big Five and brand personality: Investigating the impact of consumer personality on preferences towards particular brand personality

Riza Casidy Mulyanegara, Yelena Tsarenko, Alastair Andrew Anderson

Research output: Contribution to journalArticleResearchpeer-review

106 Citations (Scopus)
Original languageEnglish
Pages (from-to)234 - 247
Number of pages14
JournalJournal of Brand Management
Issue number4
Publication statusPublished - 2009

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