LOVE AND HATE MEDIATING THE RELATIONSHIP BETWEEN BRAND PERSONALITY AND PURCHASE INTENTION

被引：0

作者：

Rodrigues, Paula ^{[1
,2
,3
]}

de Oliveira, Elizabeth Real ^{[1
,2
]}

Martins, Carlos ^{[1
,2
]}

Rodrigues, Pedro ^{[1
,2
]}

机构：

[1] Univ Lusiada Norte, FCEE UL N, Fac Ciencias Econ & Empresa, Porto, Portugal

[2] COMEGI Res Ctr Org Markets & Ind Management, Porto, Portugal

[3] Inst Univ Lisboa, BRU IUL Business Res Unit, Lisbon, Portugal

来源：

13TH ANNUAL CONFERENCE OF THE EUROMED ACADEMY OF BUSINESS: BUSINESS THEORY AND PRACTICE ACROSS INDUSTRIES AND MARKETS | 2020年

关键词：

Brand Personality; Brand Hate; Brand Love; Purchase Intention;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

引用

页码：1442 / 1444

页数：3

共 50 条

[1] Brand personality and purchase intention
de la Paz Toldos-Romero, Maria
Margarita Orozco-Gomez, Ma.
EUROPEAN BUSINESS REVIEW, 2015, 27 (05) : 462 - 476
[2] Brand personality and purchase intention: The dual-mediating effects of brand attachment and nostalgia proneness
Zhao, Fanyi
Huang, Fei
JOURNAL OF PSYCHOLOGY IN AFRICA, 2024, 34 (04) : 447 - 453
[3] The relationship between brand engagement, brand loyalty, overall brand equity and purchase intention
Goyal, Anita
Verma, Pranay
JOURNAL OF STRATEGIC MARKETING, 2024, 32 (01) : 65 - 79
[4] The Mediating Role of Brand Love on the Relationship between Brand Experience and Brand Loyalty
Askin, Nilay
Ipek, Ilayda
EGE ACADEMIC REVIEW, 2016, 16 (01) : 79 - 94
[5] When brand cynicism turns into brand hate: the mediating role of brand hate on the relationship between brand cynicism and negative WOM
Kurtoglu, Ramazan
Ozboluk, Tugba
Altin, Behiye
JOURNAL OF BRAND MANAGEMENT, 2025, 32 (01) : 65 - 78
[6] The mediating role of brand trust in the relationship between brand personality and brand loyalty
Villagra, Nuria
Monfort, Abel
Sanchez Herrera, Joaquin
JOURNAL OF CONSUMER BEHAVIOUR, 2021, 20 (05) : 1153 - 1163
[7] The influence of brand personality on brand love, perceived quality and purchase intention: a study of e-retailing sites
Kukreti, Rajat
Yadav, Mayank
GLOBAL KNOWLEDGE MEMORY AND COMMUNICATION, 2023,
[8] A LOVE AND HATE RELATIONSHIP WITH BRANDS: THE STATE OF THE ART OF BRAND HATE
Rodrigues, Luis Adriano
de Oliveira, Marta Olivia Rovedder
CADERNO PROFISSIONAL DE MARKETING UNIMEP, 2022, 10 (04) : 117 - 137
[9] The mediating role of brand image in the relationship between storytelling marketing and purchase intention: case study of PX mart
Chang, Joshua
FUTURE BUSINESS JOURNAL, 2025, 11 (01)
[10] A Study on the Relationship between Brand Identity and Purchase Intention of Sponsorship Brand in Variety Show
Zhang, Yinan
Shi, Guicheng
Han, Xu
PROCEEDINGS OF 2020 CHINA MARKETING INTERNATIONAL CONFERENCE (WEB CONFERENCING): MARKETING AND MANAGEMENT IN THE DIGITAL AGE, 2020, : 1311 - 1324

← 1 2 3 4 5 →