1887

n Management Today - The big five and brand personality : investigating the impact of consumer personality on preferences towards particular brand personality

Volume 29, Issue 1
  • ISSN : 1027-4324
USD

 

Abstract

The aim of the study was to establish a relationship between brand personality and consumer personality in the perspective of fashion brands. Since this was the first time brand personality was studied in relation to consumer personality, the results created a vital link between both the factors.

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/content/mantod/29/1/EJC71317
2012-01-01
2016-12-10

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