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Determinanten der Markenpersönlichkeit

German, Karsten Kilian, 2011
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Product details

The differentiation of brands through clearly defined brand personalities is considered a key success factor in brand management today. Karsten Kilian describes relevant determinants for shaping and changing brand personalities. Using examples of celebrities and partner brands, he illustrates through a comprehensive experiment the transfer effects that arise at different levels of similarity. Additionally, he addresses a central research gap in brand personality research and presents for the first time an empirically validated catalog with 28 determinants of brand personality.

Key specifications

topic
Social sciences
Language
German
Author
Karsten Kilian
Year
2011
Number of pages
360
Book cover
Paperback

General information

Item number
7448467
Publisher
Gabler
Category
Reference books
Release date
21.1.2018

Book properties

topic
Social sciences
Language
German
Author
Karsten Kilian
Year
2011
Number of pages
360
Book cover
Paperback

Voluntary climate contribution

CO₂ emissions
0,35 kg
Climate contribution
EUR 0,12

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30-day right of return if unopened
24 Months statutory warranty
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