Exploring the effect of personality congruencies on brand identification and purchase intentions
Nilesh Arora, Sanjeev Prashar, T. Sai Vijay and Chandan Parsad
| Year of publication: |
2023
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|---|---|
| Authors: | Arora, Nilesh ; Prashar, Sanjeev ; Vijay, T. Sai ; Parsad, Chandan |
| Published in: |
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS. - Abingdon, Oxon : Routledge, Taylor & Francis, ISSN 2163-9167, ZDB-ID 2659000-1. - Vol. 33.2023, 2, p. 186-209
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| Subject: | brand identification | brand reputation | brand uniqueness | Celebrity endorsement | purchase intention | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Celebrity-Werbung | Markenführung | Brand management | Werbewirkung | Advertising effects | Beziehungsmarketing | Relationship marketing | Markenartikel | Brand | Firmenimage | Corporate reputation |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/21639159.2022.2080093 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014251312