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Effect of consumer perceptions of web site brand personality and web site brand association on web site brand image

Studies in Classification, Data Analysis, and Knowledge Organization (2010) 743-750
DOI: 10.1007/978-3-642-10745-0_82
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Abstract

This study present a conceptualmodel linking web site brand personality and web site brand association to web site brand image. The model was estimated on data from consumers of online products from two countries, Spain and Scotland, using PLS technique. © 2010 Springer-Verlag Berlin Heidelberg.

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Loureiro, S., & Santana, S. (2010). Effect of consumer perceptions of web site brand personality and web site brand association on web site brand image. In Studies in Classification, Data Analysis, and Knowledge Organization (pp. 743–750). Kluwer Academic Publishers. https://doi.org/10.1007/978-3-642-10745-0_82

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