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Brand Personification Through Music as Brand Knowledge

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Brand Personification Through Music as Brand Knowledge - Leyva, Jose
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Master's Thesis from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A (Pass with distinction), J???nk???ping International Business School, course: Consumer Behavior, language: English, abstract: Background. Previous research on the investigation of brand personality (BP) can be found to use the personification metaphor of brands through celebrities, occupations and animals. Brand image research aims to discover the human characteristics ...

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Brand Personification Through Music as Brand Knowledge 2013, Grin Publishing

ISBN-13: 9783656032953

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