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Evaluation of the Effect of Brand Personality on the Costumer’s Attitudinal and Behavioral Loyalty: The Case of HYPERSTAR Brand

Shahriar Azizi; Reza Ghanbarzadeh miyandehi; Sina Fakharmanesh

Volume 16, Issue 4 , January 2013, , Pages 105-124

Abstract
  The most important factor in brand development and maintenance is creating loyalty in costumer’s views, attitudes and behaviors. In recent years making use of human metaphor and giving personality to the brand in various studies have been used. For this reason in this study, Hyperstar brand as ...  Read More