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...

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Bibliographic Details
Main Authors: B. Kim, Renee, Zhao, Monica
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
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