Finding Congruence Between Sensation Seeking, Brand Personality and Purchase Intention: An Empirical Study

@article{Farhat2012FindingCB,
  title={Finding Congruence Between Sensation Seeking, Brand Personality and Purchase Intention: An Empirical Study},
  author={Reshma Farhat and Bilal Mustafa Khan and Ahmad Jaffar Khan},
  journal={IJGC},
  year={2012},
  volume={3},
  pages={72-86}
}
Human needs give way to the engagement of consumers in different activities which provide avenues for self-expression or to experience the anticipated emotional benefits that differentiate them from others. One such category of consumers is termed as Sensation Seekers. This research study explores the phenomenon of congruence and examines the correlation between sensation, brand personality and purchase intention. The key focus of the study is the brand personality of the automobile brands in… CONTINUE READING