The Impact of Services Brand Personality on Consumer–Brand Relationship Quality
Abstract
This article investigates service brand personality's role as a driver of brand relationship quality. A research model links brand personality to four indicators of relationship quality: brand credibility, self-congruity, cumulative satisfaction, and loyalty. The model is tested with structural equation modeling using data from French retailing (N = 1188). The findings indicate very diverse effects of personality dimensions on the relationship...
Paper Details
Title
The Impact of Services Brand Personality on Consumer–Brand Relationship Quality
Published Date
Jul 2, 2016
Journal
Volume
37
Issue
3
Pages
185 - 199
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