A copy of this work was available on the public web and has been preserved in the Wayback Machine. The capture dates from 2022; you can also visit the original URL.
The file type is
Along with companies' increasing engagement on microblogging sites, how to leverage the marketing potential of this kind of social platform remains an important concern for many marketers. The purpose of this research is to address this gap by exploring the effect of brand personality on brand loyalty in companies' microblogs. Building upon prior research on brand personality, consumer satisfaction, and brand loyalty, we propose and empirically test our research model with an online surveydblp:conf/pacis/ZhangWZ14 fatcat:iyo47tsx4vh7zb4isgl4zpek6y