Moderating role of product involvement in the relationship between brand personality and brand loyalty
Drawing from observations by consumer behavior theorists and product involvement studies, the present study seeks to investigate the moderating role of product involvement on the relationship between brand personality and brand loyalty. A total of 958 respondents participated in this study. They com...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English English |
| Published: |
JIBC Publisher
2014
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/29925/2/Moderating%20role%20of%20product%20involvement%20in%20the%20relationship%20between%20brand%20personality%20and%20brand%20loyalty%20FULL%20TEXT.pdf https://eprints.ums.edu.my/id/eprint/29925/5/Moderating%20role%20of%20product%20involvement%20in%20the%20relationship%20between%20brand%20personality%20and%20brand%20loyalty%20ABSTRACT.pdf |