The relationship of consumer personality trait, brand personality and brand loyalty: An empirical study of toys and video games buyers

Journal of Product & Brand Management

Volumn 19, Issue 1, 2010, Pages 4-17

  Lin, Long Yi ^a  

^a ALETHEIA UNIVERSITY   (Taiwan)

Author keywords

Brand identity; Brand loyalty; Personality

Indexed keywords

EID: 77449148677     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610421011018347     Document Type: Article

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