A clash of personality? : the relationship among consumer personality, brand personality and word-of-mouth with social-cognitive perspective : generation as the moderator
Year of publication: |
2015
|
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Authors: | Liao, Shu-Hsien ; Chung, Yu-Chun ; Lin, Keng-Yi |
Published in: |
International journal of services technology and management. - Wolvertin Mill : Interscience Enterprises, ISSN 1460-6720, ZDB-ID 2072619-3. - Vol. 21.2015, 1/2/3, p. 111-126
|
Subject: | consumer personality | brand personality | word-of-mouth | WOM | consumer behaviour | social-cognitive perspective | SCP | generation | moderating effect | structural equation modelling | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Persönlichkeitspsychologie | Personality psychology | Virales Marketing | Viral marketing | Strukturgleichungsmodell | Structural equation model | Markenführung | Brand management |
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