000			01811cam a2200265 4500500
005			20250121135116.0
041			_afre
042			_adc
100	1	0	_aGhali-Zinoubi, Zohra _eauthor
700	1	0	_a Bali Kalboussi, Wahiba _eauthor
245	0	0	_aThe effect of brand personality on attachment and consumers’ purchase intention:
260			_c2023.
500			_a47
520			_aThis research aims to study the effect of clothing brands’ personality traits on the emotional attachment and purchase intention of consumers, while testing the moderating role of country of origin, both of the brand and of the consumer. Our empirical study of 1,514 Tunisian and Saudi consumers led us to develop a two-dimensional model (pleasant/introverted) of clothing brands’ personalities, and showed that such a personality can stimulate the emotional attachment of the consumer. However, only the introverted dimension of the brand personality triggers the purchase intention of Arab Muslim consumers. The moderating effect of the origin of the brand confirms the importance of adapting to the cultural specificities of each market when designing the brand. Based on these results, we can suggest several ways in which professionals in the women’s ready-to-wear clothing sector in these two countries can improve.
690			_acountry of origin
690			_apurchase intention
690			_abrand personality
690			_abrand attachment
690			_apurchase intention
690			_aThe brand personality
690			_aattachment to the brand
690			_acountry of origin
786	0		_nLa Revue des Sciences de Gestion | o 319 | 1 | 2023-04-26 | p. 43-56 | 1160-7742
856	4	1	_uhttps://shs.cairn.info/journal-revue-des-sciences-de-gestion-2023-1-page-43?lang=en&redirect-ssocas=7080
999			_c577701 _d577701