Browsing Faculty Contributions by Subject "consumer-brand relationships"

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    • Beyond Brand Personality: Building Consumer-Brand Emotional Relationship 

      Becheur, Imene; Bayarassou, Oula; Ghrib, Hela ( Sage Publications India Pvt. Ltd , 2017 , Article)
      This research aims to study the relationships between brand personality and commitment towards brands. More specifically, the study objective is to determine whether brand personality is the antecedent of brand love, and ...