Moderating role of product involvement on the relationship between brand personality and brand loyalty

Drawing from observations by consumer behavior theorists and product involvement studies, the present study seeks to investigate the moderating role of product involvement on the relationship between brand personality and brand loyalty. A total of 958 respondents participated in this study. They com...

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Hlavní autoři:	Lada, Suddin, Md. Sidin, Samsinar, Teoh, Kenny Guan Cheng
Médium:	Článek
Vydáno:	Array Development 2014
Tagy:	Přidat tag Žádné tagy, Buďte první, kdo otaguje tento záznam!

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