VM Radler - Journal of Brand Management, 2018 - Springer
This article aims to deconstruct 20 years of research on brand personality by systematically reviewing the extant literature and identifying relevant research gaps. The current status of …
This study examines the impacts of destination personality and image on individuals' attitudes and visiting intentions. Based on a sample of 173 Canadians, the study …
Consumer brand preference is an essential step towards understanding consumer choice behaviour, and has therefore always received great attention from marketers. However, the …
H Nysveen, PE Pedersen, S Skard - Journal of brand management, 2013 - Springer
Brand experience has been conceptualized as a multidimensional construct that explains customer loyalty. The authors present a study with the purpose of testing a recently …
The purpose of this research was to investigate the perceived destination personality of Las Vegas and to examine the relationships among destination personality, self-congruity, and …
M Geuens, B Weijters, K De Wulf - International journal of research in …, 2009 - Elsevier
In response to criticism of brand personality measures that embrace other aspects besides brand personality, we developed a new brand personality measure consisting of personality …
Purpose There is a rise in interest on the topic of consumer-brand relationships (CBRs) among practitioners and academics. Consumers are said to build relationships with brands …
Seeing the world's biggest brands gain ground over the world's markets, you can't deny that the 25,000 students in the UK studying marketing will never understand their subject without …
Purpose–In recent years, brand personality as a branding construct has received considerable interest, which has led to a significant effort to develop tools to measure the …