Saumya Dixit

ITM University - The NorthCap University

Gugaon

India

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If Brands are People, then People are Impulsive—Assessing the Connection between Brand Personality and Impulsive Buying Behaviour

Journal of Brand Management, Vol. 24, Issue 6, 2017
Number of pages: 17 Posted: 22 Aug 2018
Anant Badgaiyan, Saumya Dixit and Anshul Verma
BVIMR, ITM University - The NorthCap University and Institute of Management Technology (IMT), Ghaziabad
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Abstract:

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Brand personality, Impulsive buying behaviour, Brand personality dimensions, Structural equation modelling