Impact of the Congruence Between Brand Personality and Consumer Personality on Emotional Loyalty: What Makes Apple and Samsung Different

Impact of the Congruence Between Brand Personality and Consumer Personality on Emotional Loyalty: What Makes Apple and Samsung Different

Purpose – This study aims to explore how brand personality (BP) traits and the congruence between consumer personality (CP) and BP affect emotional loyalty to two types of brands. Design/Methodology/Approach – The research was conducted using an online questionnaire on a sample of 287 respondents...

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Bibliografiska uppgifter
Huvudupphovsmän: Neda Letukytė, Sigitas Urbonavičius
Materialtyp: Artikel
Språk:English
Publicerad: Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) 2022-01-01
Serie:Tržište
Ämnen:
brand personality
emotional loyalty
personality traits
congruence
Länkar:https://hrcak.srce.hr/file/405594

Internet

https://hrcak.srce.hr/file/405594

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