Work

Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty

Year: 2017

Type: article

Study design: Observational Study

Source: Marketing Intelligence & Planning

DOI: 10.1108/mip-04-2016-0064

Authors: Sebastian Molinillo, Arnold Japutra, Bang Nguyen, Cheng-Hao Steve Chen

Institutions: Universidad de Málaga, Tarumanagara University, East China University of Science and Technology, University of Southampton

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2582582632

FWCI: 13.37

Cites: 74

Cited by: 118

Related to: 10