Advertising effectiveness has always been difficult to measure due to its complicated impact on the bottom line. The emergence of new channels of communication such as social media, mobile and search has further complicated matters. At the same time, marketers are facing increasing pressure to...

The proliferation of new brands, increased use of sales promotions, the explosion of alternative forms of distribution and a reduction in advertising impact, make maintaining brand commitment, increasingly difficult. This study empirically examines the roles of personality traits on brand...