An empirical comparison of the stereotype content model and the Aaker scale of brand personality in purchasing processes

Brigitte Muller () and Franciska Krings,
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Brigitte Muller: CERGAM de Toulon - Centre d'Études et de Recherche en Gestion d'Aix-Marseille/Equipe de recherche de Toulon - CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon - IAE Toulon - Institut d'Administration des Entreprises (IAE) - Toulon - UTLN - Université de Toulon, HEC Lausanne - Faculté des Hautes Etudes Commerciales (HEC Lausanne)
Franciska Krings,: UNIL - Université de Lausanne = University of Lausanne, HEC Lausanne - Faculté des Hautes Etudes Commerciales (HEC Lausanne)

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Date: 2010
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Published in American Marketing Association Summer Marketing Educators’ Conference, 2010, Boston, United States

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