Session 01.01.02: How brand personification metaphor works for brand equity in the virtual context
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Session 01.01.02: How brand personification metaphor works for brand equity in the virtual context
Paper Title: How brand personification metaphor works for brand equity in the virtual context
Author:
Rui Lyu , Jeonju University , Republic of Korea
Juran Kim, Jeonju University , Republic of Korea