Cahier de Recherche n°23 - 2005 : The I... - Catalogue Library Neoma Business School

Cahier de Recherche n°23 - 2005 : The Impact of Brand Personality on Consumer Behavior : The Mediating Role of Attitude / Jean-Marc FERRANDI / Euromed Management (2005)

Titre :	Cahier de Recherche n°23 - 2005 : The Impact of Brand Personality on Consumer Behavior : The Mediating Role of Attitude
Type de document :	e-book
Auteurs :	Jean-Marc FERRANDI
Editeur :	Euromed Management
Année de publication :	2005
Note générale :	copyrighted
Langues :	Anglais (eng)
Résumé :	The research proposes to test the impact of brand personality on brand attitude and brand commitment among two product categories. For both categories, brand personality has a direct and large impact on attitude towards the brand. It has a moderate impact on brand commitment for one product category, which is probably the most suited for self-expression purposes. A test of the research model via SEM shows that attitude towards the brand is a mediator between brand personality and brand commitment. Consumer involvement towards the product category moderates relationships between brand personality and brand commitment.
Nombre d'accès :	Illimité
En ligne :	https://neoma-bs.idm.oclc.org/login?url=https://www.scholarvox.com/book/10173436
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