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

Olfa Bouhlel, Nabil Mzoughi, Dorsaf Hadiji, Ichrak Ben Slimane

Abstract


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.


Full Text: PDF DOI: 10.5539/ijbm.v6n9p210

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.

International Journal of Business and Management   ISSN 1833-3850 (Print)   ISSN 1833-8119 (Online)

Copyright © Canadian Center of Science and Education

To make sure that you can receive messages from us, please add the 'ccsenet.org' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.