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.


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

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