If brands are people, then people are impulsive : assessing the connection between brand personality and impulsive buying behaviour
Year of publication: |
November 2017
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Authors: | Badgaiyan, Anant Jyoti ; Dixit, Saumya ; Verma, Anshul |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 24.2017, 6, p. 622-638
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Subject: | Brand personality | Impulsive buying behaviour | Brand personality dimensions | Structural equation modelling | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Persönlichkeitspsychologie | Personality psychology | Emotion | Markenartikel | Brand | Strukturgleichungsmodell | Structural equation model |
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