The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior
This study attempted to develop an integrated model linking brand personality, self-image congruity, hedonic and utilitarian values, and behavioral intentions in the sky lounge context. Our results indicated that brand personality was significantly related to self-image congruity, which in turn infl...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Routledge
2019
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| Online Access: | http://psasir.upm.edu.my/id/eprint/82581/1/The%20role%20of%20brand.pdf |