Personality, person-brand fit, and brand community: An investigation of individuals, brands, and brand communities

Journal of Marketing Management

Volumn 27, Issue 9-10, 2011, Pages 874-890

  Matzler, Kurt ^a   Pichler, Elisabeth ^a   Füller, Johann ^a   Mooradian, Todd A ^b  

^a UNIVERSITY OF INNSBRUCK   (Austria)

^b The College of William and Mary   (United States)

Author keywords

Brand trust; Identification with brand community; Loyalty; Person brand congruity; Personality traits; Product attachment

Indexed keywords

EID: 80051618937     PISSN: 0267257X     EISSN: 14721376     Source Type: Journal    
DOI: 10.1080/0267257X.2010.543634     Document Type: Article

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