Browsing Doctoral Theses / Doktorsavhandlingar by Author "Aagerup, Ulf"
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It’s Not What You Sell – It’s Whom You Sell it To: How the Customer’s Character Shapes Brands and What Companies Do About it”
Aagerup, Ulf (2015-12-18)In this dissertation I investigate the effects of user and usage imagery on brands and how businesses employ user imagery to build brands. Over four articles I present results that suggest that user imagery affects brand ...