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Consumer’s Sport Preference as a Predictor for His/Her Response to Brand Personality

  • Paetz F
  • Semmler-Ludwig R
DOI: 10.1007/978-3-319-89920-6_9
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Abstract

… personality traits. Hence, harmonization of brand personality with personality traits of the target market segments may lead to affective brand loyalty. However, focusing on consumers’ …

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APA

Paetz, F., & Semmler-Ludwig, R. (2018). Consumer’s Sport Preference as a Predictor for His/Her Response to Brand Personality (pp. 61–66). https://doi.org/10.1007/978-3-319-89920-6_9

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