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.
