The relationship of consumer personality traits and brand personality Case Study: owners and buyers of Hyundai cars in Isfahan city
Attributing human personality traits to the commercial brands is an issue which has been the focus of researchers in recent decades. Aspects of brand personality, however, may affect consumer preferences for various reasons. Sincerity, excitement and competence imply inner man personality traits, so...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
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Yazd University
2014-04-01
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| Series: | کاوشهای مدیریت بازرگانی |
| Subjects: | |
| Online Access: | http://bar.yazd.ac.ir/article_525_705b0d187c686bc4a0d976d625a08c7f.pdf |