Link between brand personality and brand loyalty in sportswear brand among malaysian consumer
Brand personality plays a critical role in customer loyalty, and also has profound effects on a company’s brand performance. This study seeks to investigate the influence of brand personality dimensions (sincerity, excitement, competence, sophistication, and ruggedness) on brand loyalty in the Mal...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Malaysia Sabah
2014
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| Online Access: | https://eprints.ums.edu.my/id/eprint/15838/1/Link_between_brand_personality_and_brand_loyalty_in_sportswear_brand_among_malaysian_consumer.pdf https://eprints.ums.edu.my/id/eprint/15838/ |
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