Role of studying consumer personality indian context
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Purpose
– The purpose of this study is to explore the relationship of consumer personality trait, brand personality and brand loyalty.
Design/methodology/approach
– The convenience sampling method was used to collect primary data. A total of 400 adult consumers were interviewed who looked round or bought toys and video games in Taipei City Mall, and 387 effective questionnaires were collected; the effective response rate was 96.75 per cent. Regression analysis was adopted to test hypotheses
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