consumer behavior on brand personality. Consequently, an understanding of the symbolic use of brands has been limited in the … consumer behavior literature. In this research, the author develops a theoretical framework of the the brand personality … construct by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence …

it impacts brand purchase intention in different product types and consumer groups in comparison to brand perceived value … intention in relation to brand perceived value. After defining lifestyle segments of four different product category consumers … using an AIO scale approach; the relationships through lifestyle, brand value perception and purchase intention were …