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Potential of Brand Personality: Attachment Styles as Moderator
Tuan, LO Ying; Faculty of Management and Human Resource Management, Universit Teknologi Malaysia, Malaysia - Tat, Huam Hon; Faculty of Business, Management and Social Sciences, Quest International University Perak, Malaysia - Shamsuddin, Ahmad Sharifuddin; Faculty of Management and Human Resource Management, Universit Teknologi Malaysia, Malaysia - Rasli, Amran Md; Faculty of Management and Human Resource Management, Universit Teknologi Malaysia, Malaysia - Jusoh, Ahmad
Formato: |
Peer-reviewed Article |
Enlaces: |
The purpose of this paper is to investigate the effect of consumer’s attachment styles as a moderator in the impact of brand personality on its brand attachment. This research investigated the preferred brand personality of anxious and avoidant attachment consumer,…
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Fecha: |
2012-06-28 |
Recurso: |
American Journal of Business and Management |
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