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Exploring the Effect of Personality Congruencies on Brand Identification and Purchase Intentions
Journal of Global Scholars of Marketing Science, 2022The purpose of this study is to examine how brand reputation and uniqueness impact customer brand identification and purchase intent. Utilizing the survey data of 712 respondents, the research has also discovered the influence of paired personality ...
Nilesh Arora +3 more
semanticscholar +1 more source
MY CAR HAS MY PERSONALITY! BRAND-CUSTOMER PERSONALITIES, CONGRUENCE IMPACT ON BRAND TRUST
2022Journal Of Social Science and Organization Management, Vol. 3, No 2 (2022)
HILMI, MOUNA +2 more
openaire +1 more source
BRAND PERSONALITY MATTERS: ENHANCING CUSTOMER LOYALTY IN THE RETAIL INDUSTRY
Jurnal Manajemen dan Bisnis, 2023Customers are an important part of a company. Therefore, customer loyalty is an important aspect that needs to be obtained by the Company. One of the steps to increase customer loyalty is through brand personality.
Luluk Fauziah +4 more
semanticscholar +1 more source
Measuring personality congruency effects on consumer brand intentions in celebrity-endorsed brands
, 2021Purpose Brand managers frequently use well-known celebrities to position their brands and capture consumers’ attention to improve the brand’s market share.
Nilesh Arora +3 more
semanticscholar +1 more source
Improving Marketing Personalization with AI How Self Congruency Influences Consumer Engagement
International journal of research and innovation in social scienceThe study investigates the complex relationship between self-congruity (perceived fit between one’s values or personality with a brand), customer engagement, and marketing personalization while examining how AI can enhance personalization strategies ...
Kent Nicolai Aliarte +3 more
semanticscholar +1 more source
Jurnal Ilmiah Manajemen Kesatuan
The increasing enthusiasm of Indonesian Muslims to perform umrah has intensified competition among travel agencies, creating a growing need to understand the factors that shape customer loyalty in this service-based industry.
Siti Afin Nur Fitriana +2 more
semanticscholar +1 more source
The increasing enthusiasm of Indonesian Muslims to perform umrah has intensified competition among travel agencies, creating a growing need to understand the factors that shape customer loyalty in this service-based industry.
Siti Afin Nur Fitriana +2 more
semanticscholar +1 more source
Jurnal Komunikasi: Malaysian Journal of Communication
This study aims to analyse customer loyalty towards halal fashion brands through the social information processing (SIP) theory and halal brand personality. An online survey was used to collect data among a total of 447 respondents.
Dini Salmiyah Fithrah Ali +3 more
semanticscholar +1 more source
This study aims to analyse customer loyalty towards halal fashion brands through the social information processing (SIP) theory and halal brand personality. An online survey was used to collect data among a total of 447 respondents.
Dini Salmiyah Fithrah Ali +3 more
semanticscholar +1 more source
IAR Journal of Business Management
A survey of a sample of Middle East Investment Bank customers was conducted to determine the influence of engagement marketing and brand personality on customer retention in the face of growing competition in the banking sector and the need to develop ...
Ahmed Kadem Abed AL Aboudy
semanticscholar +1 more source
A survey of a sample of Middle East Investment Bank customers was conducted to determine the influence of engagement marketing and brand personality on customer retention in the face of growing competition in the banking sector and the need to develop ...
Ahmed Kadem Abed AL Aboudy
semanticscholar +1 more source
EPRA international journal of multidisciplinary research
This study examines the connections among organizational demographics, customer service delivery, strategic marketing partnerships, and brand personality in Kenyan public universities.
Dr. Kegoro Ongoto Henry
semanticscholar +1 more source
This study examines the connections among organizational demographics, customer service delivery, strategic marketing partnerships, and brand personality in Kenyan public universities.
Dr. Kegoro Ongoto Henry
semanticscholar +1 more source