Using brand personality to assess whether biotechnology firms are saying the right things to their network

Author: Papania Lisa   Campbell Colin   Opoku Robert Ankomah   Styven Maria   Berthon Jean-Paul  

Publisher: Palgrave Macmillan Ltd

ISSN: 1478-565X

Source: Journal of Commercial Biotechnology, Vol.14, Iss.3, 2008-07, pp. : 247-255

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Abstract