Young-Ki Lee

Sejong University - School of Business

Seoul

Korea, Republic of (South Korea)

SCHOLARLY PAPERS

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Scholarly Papers (1)

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Relationship between Brand Personality and the Personality of Consumers, and Its Application to Corporate Branding Strategy

Journal of Global Academy of Marketing Science, Vol.18, No.3, pp.27-57. DOI: 10.1080/12297119.2008.9707516
Posted: 27 Dec 2017
Young-Ei Kim, Jung Wan Lee and Young-Ki Lee
Seoul Digital University - Department of Business Administration, Boston University - Department of Administrative Sciences and Sejong University - School of Business

Abstract:

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Brand personality, personality, consumer behavior, corporate brand, marketing communications, branding strategy, marketing strategy