Summary Brief — The Brand Personality as a Basis for Consumer-Brand Relationships

TY - JOUR

T1 - Summary Brief — The Brand Personality as a Basis for Consumer-Brand Relationships

AU - Hayes, J. Bryan

AU - Capella, Louis M.

AU - Alford, Bruce L.

N1 - Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS) This paper presents the results of an empirical study on the efficacy of the perceived brand personality as a basis for consumer-brand relationships. The results indicate that the perceived brand personality affects both the strength and character of consumer-brand relationships.

PY - 2015/1/1

Y1 - 2015/1/1

UR - https://link.springer.com/chapter/10.1007/978-3-319-11927-4_57

U2 - 10.1007/978-3-319-11927-4_57

DO - 10.1007/978-3-319-11927-4_57

M3 - Article

JO - Default journal

JF - Default journal

ER -