文章基本信息
- 标题：Brand Personality’s Influence on the Purchase Intention: A Mobile Marketing Case
- 本地全文：下载
- 作者：Olfa Bouhlel ; Nabil Mzoughi ; Dorsaf Hadiji 等
- 期刊名称：International Journal of Business and Management
- 印刷版ISSN：1833-3850
- 电子版ISSN：1833-8119
- 出版年度：2011
- 卷号：6
- 期号：9
- 页码：210
- DOI：10.5539/ijbm.v6n9p210
- 出版社：Canadian Center of Science and Education
- 摘要：
This study underlines the value of the brand personality and its influence on consumer’s decision making,
through relational variables. An empirical study, in which 380 participants have received an SMS ad, confirms
that brand personality does actually influence brand trust, brand attachment and brand commitment. The levels
of brand sensitivity and involvement have also an impact on the brand personality and on its related variables.
