Brand personality

Personnalité de la marque et mobile marketing en tunisie

The brand personality is approached, via relational variables, in a mobile marketing context usage
in Tunisia. Empirical investigation, performed to consumers having accepted advertising SMS,
shows that the brand personality influences trust, attachment and commitment towards this latter.

Language of the paper: 
French
Authors
HADIJI
Dorsaf
Unité de Recherche MaPReCoB
Olfa
BOUHLEL
ISG-Sousse, Tunisie
Nabil
MZOUGHI
ISG-Sousse, Tunisie
Ichrak
BEN SLIMANE
Unité de Recherche MaPReCoB