Impact of brand personality traits on customer's brand commitment : case study: NIVEA hygienic products
Ali Alikhani and Pooria Mokhtarian
| Year of publication: |
2021
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|---|---|
| Authors: | Alikhani, Ali ; Mokhtarian, Pooria |
| Published in: |
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS. - Abingdon, Oxon : Routledge, Taylor & Francis, ISSN 2163-9167, ZDB-ID 2659000-1. - Vol. 31.2021, 4, p. 543-562
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| Subject: | brand commitment | brand personality | Brand personality traits | customer behaviour | NIVEA brand | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Persönlichkeitspsychologie | Personality psychology | Beziehungsmarketing | Relationship marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/21639159.2020.1808808 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012622606