Effect of Brand Personality, Brand-Self-image Congruence and Brand Affect on SNS Brand Recommendation
نویسندگان
چکیده
منابع مشابه
The Dark Side of Consumer–Brand Relationship: Do Ideal Self-Congruence, Brand Attachment and Personality Factors Affect Negative Consumer Behaviors?
The present study aims to investigate the effect of ideal self-congruence, brand attachment and some personality factors on the negative behaviors of consumers such as compulsive buying, anti-brand actions, and trash talking. The research population was comprised of customers of four IT service brands including Samsung, HP, Sony, and Apple in Iran. Structural equation modeling approach and PLS ...
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ژورنال
عنوان ژورنال: The Journal of the Korea Contents Association
سال: 2015
ISSN: 1598-4877
DOI: 10.5392/jkca.2015.15.07.389