Brand as Person? A Grounded Theory Study on Brand Personification
Wang Tao, Xie Zhipeng, Zhou Ling, Zhou Nan
Wang Tao, School of Economics and Management, Wuhan University;
Xie Zhipeng, School of Economics and Management, Wuhan University;
Zhou Ling, School of Business Administration, Hunan University;
Zhou Nan, College of Business, City University of Hongkong.
Wang Tao, Xie Zhipeng, Zhou Ling, Zhou Nan. Brand as Person? A Grounded Theory Study on Brand Personification[J]. Journal of Marketing Science, 2014, 10(1): 1-20.