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Keywords: Masculine brand personality
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Journal Articles
Journal of Product & Brand Management (2022) 31 (5): 761–779.
Published: 02 December 2021
.... Bootstrapping is used for mediation analysis and multiple group analysis for testing the moderating effects. Findings Results show that masculine brand personality (MBP) influences brand engagement directly, as well as through brand identification and BPA. However, FBP elicits brand engagement only through...
