The Influence of the Brand Personality Concept on Consumer Satisfaction and Loyalty
Research Question: The goal of this research is to describe how the concept of brand personality and its dimensions affect customer satisfaction and loyalty. Motivation: Creating brand personality is an efficient differentiation strategy, used by numerous companies for building and sustaining compe...
| Main Authors: | , , |
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| Formato: | Artigo |
| Idioma: | English |
| Publicado em: |
University of Belgrade, Faculty of Organisational Sciences
2022-05-01
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| Colecção: | Management |
| Assuntos: | |
| Acesso em linha: | https://management.fon.bg.ac.rs/index.php/mng/article/view/427 |