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...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Asian Academy of Management (AAM)
2014
|
| Subjects: | |
| Online Access: | http://eprints.usm.my/36612/1/Art_1_%281-15%29.pdf http://eprints.usm.my/36612/ http://web.usm.my/aamj/19012014/Art%201%20(1-15).pdf |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|