Does personality congruence explain luxury brand attachment? The results of an international research study
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DOI: 10.1016/j.jbusres.2020.06.047
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- Faheem Ahmad Khan & Arslan Ahmad Siddiqi & Muhammad Umer Quddoos & Mazhar Iqbal & Muhammad Adeel, 2023. "Social Media Advertising and Brand Image: Unraveling the Mystery Box," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 12(4), pages 399-408.
- Serrano-Arcos, Mª Mar & Sánchez-Fernández, Raquel & Pérez-Mesa, Juan Carlos & Riefler, Petra, 2022. "A Review of Consumer Affinity Research: Recent Advances and Future Directions," MPRA Paper 119881, University Library of Munich, Germany.
- Chen Yang & Jing Hu, 2022. "When do consumers prefer AI-enabled customer service? The interaction effect of brand personality and service provision type on brand attitudes and purchase intentions," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 167-189, March.
- Li, Fajin & Cheng-Xi Aw, Eugene & Wei-Han Tan, Garry & Cham, Tat-Huei & Ooi, Keng-Boon, 2022. "The Eureka moment in understanding luxury brand purchases! A non-linear fsQCA-ANN approach," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
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Keywords
Brand-store-consumer personality; Personality congruence; Brand attachment; Luxury;All these keywords.
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