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.



This work is licensed under a Creative Commons Attribution 4.0 License.
  • ISSN(Print): 1833-3850
  • ISSN(Online): 1833-8119
  • Started: 2006
  • Frequency: bimonthly

Journal Metrics

IJBM's citation performance is tracked through publicly available scholarly metrics. According to Google Scholar Citations (latest available snapshot):

  • h-index: 176
  • i10-index: 1322

These metrics reflect citations indexed by Google Scholar and are provided for transparency. The journal is not currently indexed in Web of Science or Scopus.

Index

Contact