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Chinese Consumers' Brand Loyalty For Consumer Products: Importance Of Brand Personality As Major Antecedent Of Brand Loyalty

Brand personality has been viewed as an efficient means of distinguishing a brand from its competitors, thereby enhancing the effectiveness of advertising and marketing communications. Given the high potential usability of this method for marketers and brand managers, the current study investigat...

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Bibliographic Details
Main Authors:	B. Kim, Renee, Zhao, Monica
Format:	Article
Language:	English
Published:	Asian Academy of Management (AAM) 2014
Subjects:	HD28-70 Management. Industrial Management
Online Access:	http://eprints.usm.my/36612/ http://eprints.usm.my/36612/1/Art_1_%281-15%29.pdf

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