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Keywords: Product categories
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Journal Articles
Brand personality and purchase intention
Available to Purchase
Journal:
European Business Review
European Business Review (2015) 27 (5): 462–476.
Published: 10 August 2015
... predictors of purchase intention. In addition, Domesticity/Emotionality and Professionalism also explain purchase intention but with a negative weight. The results are also broken down into product categories. Compared with non-users of the brands, the users rate the brands higher in all the brand...
