TITLE

BRAND MODERNITY: SCALE DEVELOPMENT AND IMPLICATIONS FOR BRAND MANAGEMENT

AUTHOR(S)
Lentz, Patrick; Sauermann, Christine; Holzmüller, Hartmut H.
PUB. DATE
January 2006
SOURCE
AMA Winter Educators' Conference Proceedings;2006, Vol. 17, p147
SOURCE TYPE
Conference Proceeding
DOC. TYPE
Proceeding
ABSTRACT
The article presents information on a paper about brand modernity. It mentions at a scale which has been developed to measure brand personality which consists of five dimensions which are sincerity, excitement, competence, sophistication and ruggedness. Accordingly, data for constructs that are closely related to brand modernity had been collected to evaluate discriminant and nomological validity. It also examines the influence of brand modernity on brand loyalty by investigating the relationship between them.
ACCESSION #
33294811

 

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