Bamini KPD.Balakrishnan; Lee, Samuel; Azlinda Shazneem … - In: Business Education and Accreditation 1 (2009) 1, pp. 109-119
This article examines the roles of the perception of brand personality in consumers’ brand preference and loyalty. This research conducts a survey of 300 adults in Malaysia with regard to brand personality, brand preference and loyalty in investigating two foreign brand coffee outlets,...
