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Risk aversion and brand loyalty: the mediating role of brand trust and brand affect

✍ Scribed by Matzler, Kurt; Grabner‐Kräuter, Sonja; Bidmon, Sonja

Book ID
121878757
Publisher
Emerald Group Publishing Limited
Year
2008
Tongue
English
Weight
219 KB
Volume
17
Category
Article
ISSN
1061-0421

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## Abstract Given the potential utility of brand personality for marketers, the present research conceptualizes and investigates the relationships between five brand personality dimensions and brand trust as well as brand affect. This research proposes that some brand personality dimensions relate