UNT Scholarly Works - 3 Matching Results
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- A New Approach to Measure Perceived Brand Personality Associations Among Consumers
- This article proposes a technique to measure brand associations by asking managers about what personality associations they implement while marketing their brand.
- Teaching Basic Marketing Accountability Using Spreadsheets: An Exploratory Perspective
- Article discussing an exploratory perspective on teaching basic marketing accountability using spreadsheets.
- A Theory-of-Planned-Behavior Perspective on B2C E-Commerce
- Article discussing a theory-of-planned-behavior perspective on B2C e-commerce and a study that shows how different shopping orientations influence customers/ shopping criteria.