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Brand Personality in Industrial Markets: Conceptualization and Measurement

Springer Nature, (2015), 341
DOI: 10.1007/978-3-319-10912-1_117
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Abstract

This research examines the conceptualization of industrial brand personality. Until now, brand personality has been captured and investigated exclusively in consumer markets and research so far has neglected the specific characteristics of industrial markets with respect to aspects dominating exchanges in these markets which largely differ from consumer markets.

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Toellner, A., Blut, M., & Paluch, S. (2015). Brand Personality in Industrial Markets: Conceptualization and Measurement. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 341). Springer Nature. https://doi.org/10.1007/978-3-319-10912-1_117

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