Abstract
In the present study we propose and empirically test a framework which jointly examines the interrelationships between values, brand personality and brand loyalty. Furthermore, by incorporating attribute-level measures for personality constructs our research not only provides a richer understanding of the antecedents of loyalty but also practical implications for managers.
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Huber, F., Herrmann, A., Braunstein, C. (2015). The Brand Personality as a Determinant of Brand Loyalty — Findings of an Empirical Study in the Automobile Sector. In: Spotts, H., Meadow, H. (eds) Proceedings of the 2000 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11885-7_81
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DOI: https://doi.org/10.1007/978-3-319-11885-7_81
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