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Brand personality and consumer self-expression: single or dual carriageway?

Considerable research into consumer behaviour has examined the self-expressive role of brands, but has found little support for the premise that brand personality has an influence on consumer attitudes. This paper thus proposes that consumers have a part to play in influencing how a brand personalit...

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Bibliographic Details
Main Author:	Phau, Ian
Format:	Journal Article
Published:	Henry Stewart Publications 2001
Online Access:	http://hdl.handle.net/20.500.11937/41397

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