Examining the influence of brand personality dimension on consumer buying decision: evidence from Ghana
With the advent of innovative marketing, the increasing use of brand personality concepts for the promotion of a brand or product has received scholarly work across the globe. Yet little is known in the literature about the dimensions of brand personality and its applicability in the telecommunicati...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2022-06-01
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| Series: | Management şi Marketing |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/mmcks-2022-0009 |