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Brand Personality’s Influence on the Purchase Intention: A Mobile Marketing Case

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Author(s): Olfa Bouhlel | Nabil Mzoughi | Dorsaf Hadiji | Ichrak Ben Slimane

Journal: International Journal of Business and Management
ISSN 1833-3850

Volume: 6;
Issue: 9;
Date: 2011;
Original page

ABSTRACT
This study underlines the value of the brand personality and its influence on consumer’s decision making,through relational variables. An empirical study, in which 380 participants have received an SMS ad, confirmsthat brand personality does actually influence brand trust, brand attachment and brand commitment. The levelsof brand sensitivity and involvement have also an impact on the brand personality and on its related variables.
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