Moderating role of product involvement in the relationship between brand personality and brand loyalty

• Main Authors: Suddin Lada, Samsinar Md. Sidin, Teoh, Kenny Guan Cheng
• 格式: Article
• 语言: English; English
• 出版: JIBC Publisher 2014
• 主题: HF Commerce
• 在线阅读: 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; https://eprints.ums.edu.my/id/eprint/29925/; https://www.icommercecentral.com/open-access/moderating-role-of-product-involvement-on-the-relationship-between-brand-personality-and-brand-loyalty.php?aid=37983

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...