Brand Personality as a Predictor of Consumer Brand Relationship
The main idea of this paper is to investigate three dimensions of brand personality, which are excitement, sincerity and ruggedness to predict CBR constructs which comprise of brand love, brand trust and brand loyalty. Convenience sampling method was utilized, in which the respondents are one of sof...
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| Format: | Article |
| Language: | English |
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Universitas Tarumanagara
2021-06-01
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| Series: | Jurnal Manajemen |
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| Online Access: | https://ecojoin.org/index.php/EJM/article/view/736 |