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The evolution of brand personality: an application of online travel agencies

The journal of services marketing, v.30 no.5, 2016년, pp.529 - 540  

Ha, Hong-Youl

Abstract AI-Helper 아이콘AI-Helper

PurposeThis study aims to assess how continuous outcomes of brand personality vary as a function of time and other predictors. Specifically, the author investigates the roles of brand trust on the direct influence of brand personality, resulting in brand loyalty.Design/methodology/approachUsing a lo...

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