Impact of the Congruence Between Brand Personality and Consumer Personality on Emotional Loyalty: What Makes Apple and Samsung Different
Purpose – This study aims to explore how brand personality (BP) traits and the congruence between consumer personality (CP) and BP affect emotional loyalty to two types of brands. Design/Methodology/Approach – The research was conducted using an online questionnaire on a sample of 287 respondents...
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| Główni autorzy: | , |
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| Format: | Artigo |
| Język: | Inglês |
| Wydane: |
Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)
2022-01-01
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| Seria: | Tržište |
| Hasła przedmiotowe: | |
| Dostęp online: | https://hrcak.srce.hr/file/405594 |
| Etykiety: |
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