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Profiling such luminaries as Benjamin Franklin, P. T. Barnum, John Wanamaker, and Harley Procter, this book examines the contributions that several prominent in
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You don’t have a brand—whether it’s for a company or a product—until you have a name. The name is one of the first, longest lasting, and most important
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This research proposes and empirically tests the impact of brand personality dimensions on brand desirability in a cross-cultural context. Further, the concept
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With changing economic and social environmental conditions and diversified consumer attitudes, national and international competition has increased among retail
Self-Congruity
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Self-Congruity provides a comprehensive understanding of the self-concept, integrating the many references to it in the psychological literature. Using his prev