Brand Loyalty
Journal of Product & Brand Management
Emerald Article: The relationship of consumer personality trait, brand personality and brand loyalty: an empirical study of toys and video games buyers Long-Yi Lin
Article information:
To cite this document: Long-Yi Lin, (2010),"The relationship of consumer personality trait, brand personality and brand loyalty: an empirical study of toys and video games buyers", Journal of Product & Brand Management, Vol. 19 Iss: 1 pp. 4 - 17 Permanent link to this document: http://dx.doi.org/10.1108/10610421011018347 Downloaded on: 22-09-2012 References: This document contains references to 55 other documents Citations: This document has been cited by 7 other documents To copy this document: permissions@emeraldinsight.com This document has been downloaded 7778 times since 2010. *
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Natalia Maehle, Rotem Shneor, (2010),"On congruence between brand and human personalities", Journal of Product & Brand Management, Vol. 19 Iss: 1 pp. 44 - 53 http://dx.doi.org/10.1108/10610421011018383 Didier Louis, Cindy Lombart, (2010),"Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand)", Journal of Product & Brand Management, Vol. 19 Iss: 2 pp. 114 - 130 http://dx.doi.org/10.1108/10610421011033467 Brad D. Carlson, D. Todd Donavan, Kevin J. Cumiskey, (2009),"Consumer-brand relationships in sport: brand personality and identification", International Journal of Retail & Distribution Management, Vol. 37 Iss: 4 pp. 370 - 384 http://dx.doi.org/10.1108/09590550910948592
Access to this document was granted through an Emerald subscription provided by UNIVERSITY OF LIMPOPO For Authors: If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service. Information about how to choose which publication to write for and submission guidelines are available for all. Please visit
Emerald Article: The relationship of consumer personality trait, brand personality and brand loyalty: an empirical study of toys and video games buyers Long-Yi Lin
Article information:
To cite this document: Long-Yi Lin, (2010),"The relationship of consumer personality trait, brand personality and brand loyalty: an empirical study of toys and video games buyers", Journal of Product & Brand Management, Vol. 19 Iss: 1 pp. 4 - 17 Permanent link to this document: http://dx.doi.org/10.1108/10610421011018347 Downloaded on: 22-09-2012 References: This document contains references to 55 other documents Citations: This document has been cited by 7 other documents To copy this document: permissions@emeraldinsight.com This document has been downloaded 7778 times since 2010. *
Users who downloaded this Article also downloaded: *
Natalia Maehle, Rotem Shneor, (2010),"On congruence between brand and human personalities", Journal of Product & Brand Management, Vol. 19 Iss: 1 pp. 44 - 53 http://dx.doi.org/10.1108/10610421011018383 Didier Louis, Cindy Lombart, (2010),"Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand)", Journal of Product & Brand Management, Vol. 19 Iss: 2 pp. 114 - 130 http://dx.doi.org/10.1108/10610421011033467 Brad D. Carlson, D. Todd Donavan, Kevin J. Cumiskey, (2009),"Consumer-brand relationships in sport: brand personality and identification", International Journal of Retail & Distribution Management, Vol. 37 Iss: 4 pp. 370 - 384 http://dx.doi.org/10.1108/09590550910948592
Access to this document was granted through an Emerald subscription provided by UNIVERSITY OF LIMPOPO For Authors: If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service. Information about how to choose which publication to write for and submission guidelines are available for all. Please visit
Citations: The current issue and full text archive of this journal is available at www.emeraldinsight.com/1061-0421.htm Journal of Product & Brand Management 19/1 (2010) 4–17 q Emerald Group Publishing Limited [ISSN 1061-0421] [DOI 10.1108/10610421011018347] Journal of Product & Brand Management Volume 19 · Number 1 · 2010 · 4 –17 personality traits (Aaker, 1996) Journal of Product & Brand Management Volume 19 · Number 1 · 2010 · 4 –17 functions of self-symbolization and self-expression (Keller, 1993)