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Brand Personality and Brand Engagement

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References

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2011Consumers' perceptions of the dimensions of brand personality168 cited

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2010

Do Samples Really Matter That Much?

134 cited

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2020Antecedent consumer factors, consequential branding outcomes and measures of online consumer engagement: current research and future directions191 cited
2019The effect of consumer-generated media stimuli on emotions and consumer brand engagement123 cited
2018Millennial’s engagement with fashion brands60 cited
2019The brand personality dimensions of business-to-business firms: a content analysis of employer reviews on social media39 cited
2019Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement32 cited
2021You are what you communicate: on the relationships among university brand personality, identification, student participation, and citizenship behaviour30 cited
2021Understanding the ties between brand gender and brand engagement in online brand communities: the moderating role of consumers’ biological sex20 cited
2024Joy and excitement in the purchase process: the role of materialism and brand engagement16 cited
2022Materialism, conspicuous consumption, and brand engagement in self-concept: a study of teenagers15 cited
2017The Impact of Brand Personality and Students’ Self-Concept on Brand Engagement14 cited
2017A Unified Measure of Media Brand Personality: Developing A Media Brand Personality Scale for Multiple Media11 cited