The impacts of brand personality and congruity on purchase intention: Evidence from the Chinese mainland's automobile market

Journal of Global Marketing

Volumn 22, Issue 3, 2009, Pages 199-215

  Wang, Xuehua ^a   Yang, Zhilin ^b   Liu, Ning Rong ^c  

^a MACAU UNIVERSITY OF SCIENCE AND TECHNOLOGY   (Macao)

^b CITY UNIVERSITY OF HONG KONG   (Hong Kong)

^c UNIVERSITY OF HONG KONG   (Hong Kong)

Author keywords

China; Company brand personality; Product brand personality; Self image congruence

Indexed keywords

EID: 71049134385     PISSN: 08911762     EISSN: 15286975     Source Type: Journal    
DOI: 10.1080/08911760902845023     Document Type: Article

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