New Meanings for Marketing in a New Millennium pp 186-190 | Cite as
Summary Brief — The Brand Personality as a Basis for Consumer-Brand Relationships
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Abstract
This paper presents the results of an empirical study on the efficacy of the perceived brand personality as a basis for consumer-brand relationships. The results indicate that the perceived brand personality affects both the strength and character of consumer-brand relationships.
Keywords
Relationship Quality Brand Equity Brand Personality Brand Manager Brand Relationship
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© Academy of Marketing Science 2015