The Role of Customer-based Brand Equity in the Brand Personality Effect on Purchase Intention

  • M. Hakkak, Seyed Hadi Mousavi Nejad
  • Published 2016
In the Brand literature, few studies especially in Iran investigated the brand functions and business success. Hence, this study aims to provide the desirable model to creation and developing a deeper insight into the role of brand equity in the relationship between brand personality and customers purchase intention. The study statistical population… CONTINUE READING