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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© 2015 Academy of Marketing Science
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Toellner, A., Blut, M., Paluch, S. (2015). Brand Personality in Industrial Markets: Conceptualization and Measurement. In: Robinson, L. (eds) Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10912-1_117
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DOI: https://doi.org/10.1007/978-3-319-10912-1_117
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10911-4
Online ISBN: 978-3-319-10912-1
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