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Browsing University of Hertfordshire by Author "Kuenzel, S."
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The chain of effects from reputation and brand personality congruence to brand loyalty : The role of brand identification
Kuenzel, S.; Halliday, S.V. (2010-09-01)Very few previous studies have looked at brand identification, which is surprising considering it is such an important variable to influence brand loyalty. This study investigates the influences of brand personality ...