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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| 格式: | Article |
| 语言: | English |
| 出版: |
Asian Academy of Management (AAM)
2014
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| 主题: | |
| 在线阅读: | 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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