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JMR, Journal of marketing research, v.34 no.3, 1997년, pp.347 - 356
Aaker, Jennifer L. (Anderson School of Management, University of California, Los Angeles)
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Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the “Big Five” dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer behavior on brand personality. Conseq...
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