THE FIT BETWEEN INTENDED AND PERCEIVED BRAND PERSONALITY AND ITS IMPACT IN ONLINE MUSIC STREAMING INDUSTRY
As the emerging online music streaming industry become more competitive, brand personality appears to be a sound positioning strategy to differentiate and attain brand preference. This research investigates the fitness between intended and perceived brand personality of online music streaming pro...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/41533 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |