More Proximal, More Willing to Purchase: The Mechanism for Variability in Consumers’ Purchase Intention Toward Sincere vs. Exciting Brands
Sincerity and excitement are core brand personality dimensions, which capture the majority of consumers’ personality perceptions associated with brands. Previous research has demonstrated that consumers are more willing to purchase sincere brands than exciting brands. The present research addresses...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2020-06-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/article/10.3389/fpsyg.2020.01258/full |
