Wu, Chao Sen; Chen, Tien-Tze - In: International Journal of Management, Economics and … 8 (2019) 4, pp. 299-318
, brand Identification and brand Personality. Standard surveys were administered to 1032 subjects who had knowledge of Volvo … identification, (2) brand personality positively and significantly influence brand identification, and (3) brand personality … exhibited no mediating effect on the relationship between brand image and brand identification. The study found that enterprises …