How Do Brand Communication and Brand Personality Shape Consumer Loyalty?
The concept of brand personality plays a crucial role in brand literature as consumers tend to anthropomorphize brands by attributing human characteristics to them. The creation of a brand personality that resonates with consumers leads to greater customer satisfaction and loyalty over the long term...
محفوظ في:
| المؤلفون الرئيسيون: | , |
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| التنسيق: | Artigo |
| اللغة: | Inglês |
| منشور في: |
University of Ljubljana
2023-06-01
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| سلاسل: | Economic and Business Review |
| الموضوعات: | |
| الوصول للمادة أونلاين: | https://www.ebrjournal.net/home/vol25/iss2/4 |
| الوسوم: |
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