Chinese Consumers' Brand Loyalty For Consumer Products: Importance Of Brand Personality As Major Antecedent Of Brand Loyalty
Brand personality has been viewed as an efficient means of distinguishing a brand from its competitors, thereby enhancing the effectiveness of advertising and marketing communications. Given the high potential usability of this method for marketers and brand managers, the current study investigat...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Asian Academy of Management (AAM)
2014
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| Subjects: | |
| Online Access: | http://eprints.usm.my/36612/1/Art_1_%281-15%29.pdf |