Browsing Journal Articles by Author "Motiani, M."
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A lovable personality: the effect of brand personality on brand love
Roy, Pinaki; Khandeparkar, Kapil; Motiani, M. (Palgrave Macmillan Ltd., 2016)This study proposes and empirically tests the impact of two dimensions of brand personality (excitement and sincerity) on brand love and, subsequently, on store brand loyalty and +WOM in the context of online retailers. ...