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...
| Príomhchruthaitheoirí: | , |
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| Formáid: | Alt |
| Teanga: | English |
| Foilsithe / Cruthaithe: |
Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)
2022-01-01
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| Sraith: | Tržište |
| Ábhair: | |
| Rochtain ar líne: | https://hrcak.srce.hr/file/405594 |