Brand Personality Toward Customer Purchase Intention: The Intermediate Role Of Electronic Word-Of-Mouth And Brand Equity

• Main Authors: Vahdati, Hojjat, Mousavi Nejad, Seyed Hadi
• 格式: Article
• 语言: English
• 出版: Asian Academy of Management (AAM) 2016
• 主题: HD28-70 Management. Industrial Management
• 在线阅读: http://eprints.usm.my/36669/1/aamj21022016_1.pdf; http://eprints.usm.my/36669/; http://web.usm.my/aamj/21022016/aamj21022016_1.pdf

Organizations like banks with the ability to develop an understanding of and capability in predicting customer's behaviour are organisations that have an edge over their competitors in the marketplace. One way of how organization's competitive advantage can be achieved is when they can...