Current research on willingness to use automated cars indicates differences between men
and women, with the latter group showing lower usage intentions. This study aims at …

Purpose The topic of brand personality (BP) has received extensive research attention in the
last 2 decades, with a particular focus on examining its antecedents and consequences …

The current study develops and tests a model taking into consideration constructs including
university reputation, university brand attachment and university brand personality, and …

This study sheds light on customer loyalty based on three groups of factors (customer,
service provider, and environment). Noting the diversity of the effects of customer loyalty …

Masstige marketing is a strategic word for market penetration for premium but reachable
products based on brand equity, trying to develop brand awareness, likability, affection and …

This study aims to model the direct effects of brand equity elements (affective brand
experience, brand personality, trust, and perceived quality) on consumers' purchase …

Abstract According to Nadkarni and Hofmann's model (2012), a major motivator of social
networking sites (SNS) use is the need to belong, ie, the basic drive to form and maintain …

The concept of brand personality plays a crucial role in brand literature as consumers tend
to anthropomorphize brands by attributing human characteristics to them. The creation of a …

Services are dyadic experiences and many of these experiences require personal
relationships for service provision. The co-acting parties' early impressions shape their …

Brand managers often use sport sponsorship to position a brand in terms of human-like
personality traits (eg, exciting or sophisticated) and demographic characteristics (eg, young …