Jongan Choi on Muck Rack

Jongan Choi

As seen in: Memory Studies
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Articles

The boomerang effect of brand personality congruency in a product-harm crisis

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By Tom Kim, Youjae Yi, Jongan Choi
| Memory Studies
Aaker, JL (1997) Dimensions of brand personality. Journal of Marketing Research 34: 347–356. Google Scholar | SAGE Journals | ISI Aaker, JL (1999) The malleable self: The role of self-expression in persuasion. Journal of Marketing Research 36: 45–57. Google Scholar | SAGE Journals | ISI Aaker, JL, Fournier, S, Brasel, SA (2004) When good brands do bad. Journal of Consumer Research 31: 1–16.
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