品牌=人？ ——品牌拟人化的扎根研究

品牌=人？ ——品牌拟人化的扎根研究

汪涛，谢志鹏，周玲，周南

Brand as Person? A Grounded Theory Study on Brand Personification

Wang Tao, Xie Zhipeng, Zhou Ling, Zhou Nan

营销科学学报 . 2014, (1): 1 -20 .