Exploring brand humanisation on SNSs : brand personality and its influence on brand partner quality, brand attitude and consumer behavioural engagement
Year of publication: |
2022
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Authors: | Kwon, Eun Sook ; Kim, Jooyoung |
Published in: |
International journal of internet marketing and advertising : IJIMA. - Geneva : Inderscience Enterprises Limited, ISSN 1741-8100, ZDB-ID 2145038-9. - Vol. 16.2022, 3, p. 203-229
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Subject: | behavioural engagement | big five | brand attitude | brand partner quality | brand personality | SNSs | social networking sites | Markenimage | Brand image | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Social Web | Social web | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects |
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