The Impact of Brand Personality on Brand Preference: A Study on Personal Care Products
The three factors in the marketing communication context namely, the spokesperson, message and channel is vital in affecting the purchase intention of a consumer. In the Sri Lankan context, the marketers of the personal care brands had put more effort on selecting the spokesperson the most while the...
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| Format: | Article |
| Language: | English |
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EconJournals
2018-03-01
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| Series: | International Review of Management and Marketing |
| Online Access: | https://econjournals.com/index.php/irmm/article/view/5877 |