Loading...
Please wait, while we are loading the content...
Similar Documents
Brand Personality’s Influence on the Purchase Intention: A Mobile Marketing Case
| Content Provider | Scilit |
|---|---|
| Author | Bouhlel, Olfa Mzoughi, Nabil Hadiji, Dorsaf Slimane, Ichrak Ben |
| Copyright Year | 2011 |
| Description | This study underlines the value of the brand personality and its influence on consumer's decision making, through relational variables. An empirical study, in which 380 participants have received an SMS ad, confirms that brand personality does actually influence brand trust, brand attachment and brand commitment. The levels of brand sensitivity and involvement have also an impact on the brand personality and on its related variables. |
| e-ISSN | 27905187 |
| DOI | 10.5539/ijbm.v6n9p210 |
| Journal | International Journal of Business and Management |
| Issue Number | 9 |
| Volume Number | 6 |
| Language | English |
| Publisher | Canadian Center of Science and Education |
| Publisher Date | 2011-09-01 |
| Access Restriction | Open |
| Subject Keyword | Tourism, Leisure, Sport and Hospitality Decision Making Brand Personality |
| Content Type | Text |
| Resource Type | Article |