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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Main Authors:	Lada, Suddin, Md. Sidin, Samsinar, Teoh, Kenny Guan Cheng
格式:	Article
出版:	Array Development 2014
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