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The Predictive Roles of Brand Personality on Brand Trust and Brand Affect: A Study of Korean Consumers

✍ Scribed by Sung, Yongjun; Kim, Jooyoung; Jung, Jong-Hyuok

Book ID
118132928
Publisher
Haworth Press Inc
Year
2009
Tongue
English
Weight
230 KB
Volume
22
Category
Article
ISSN
0896-1530

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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