Brand Personality's Influence on the Purchase Intention: A Mobile Marketing Case

By O. Bouhlel, N. Mzoughi, D. Hadiji, I. B. Slimane. 2011

110 citations recorded by the source corpus.

This study underlines the value of the brand personality and its influence on consumer’s decision making, through relational variables. An empirical study, in which 380 participants have received an SMS ad, confirms that brand personality does actually influence brand trust, brand attachment and brand commitment. The levels of brand sensitivity and involvement have also an impact on the brand personality and on its related variables.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/3d12a23cc123416e6a22556e5016a8b6ca0d6c68

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1. Hashed Ahmed Mabkhot
2. H. Shaari
3. S. Salleh

Citations in the corpus

• The Influence of Brand Image and Brand Personality on Brand Loyalty, Mediating by Brand Trust: An Empirical Study (2017, background): “This finding is consistent with a previous research that reported similar results (Bouhlel et al. 2011; Sung & Kim 2010), they found that competence, ruggedness, and sincerity of brand personality dimensions were more likely to increase the level of brand trust.”