Communicating brand personality: are the web sites doing the talking for food SMEs?

作者: Robert Ankomah Opoku , Russell Abratt , Mike Bendixen , Leyland Pitt

DOI: 10.1108/13522750710819702

关键词:

摘要: Purpose - The purpose of this paper is to analyse web site brand communication by small medium-sized enterprises (SMEs) in the restaurant franchise industry, using Aaker's personality dime ...

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