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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.
Date:
2010
Creator:
Heere, Bob
System:
The UNT Digital Library
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.
Date:
2010
Creator:
Ganesh, Gopala & Barat, Somjit
System:
The UNT Digital Library
Teaching Basic Marketing Accountability Using Spreadsheets: An Exploratory Perspective
Article discussing an exploratory perspective on teaching basic marketing accountability using spreadsheets.
Date:
February 2010
Creator:
Ganesh, Gopala & Paswan, Audhesh K.
System:
The UNT Digital Library