[Aaker, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3).10.2307/41165845]Search in Google Scholar
[Aaker, D. A. (1997). Should you take your brand to where the action is?. Harvard business review, 75(5), 135-144.]Search in Google Scholar
[Aaker, D. A., & Jacobson, R. (2001). The value relevance of brand attitude in high-technology markets.10.1509/jmkr.38.4.485.18905]Search in Google Scholar
[Aaker, J., Fournier, S., & Brasel, S. A. (2004). When good brands do bad. Journal of Consumer research, 31(1), 1-16.10.1086/383419]Search in Google Scholar
[Aberathna, H. M. C. L., & Ubeyachandra, E. G. (2017). Impact of Brand Personality on Emotional Brand Attachment in Laptop Industry in Sri Lanka.]Search in Google Scholar
[Adegbile, A., & Sarpong, D. (2018). Disruptive innovation at the base-of-the-pyramid: Opportunities, and challenges for multinationals in African emerging markets. Critical perspectives on international business.10.1108/cpoib-11-2016-0053]Search in Google Scholar
[Al Buraiki, A., & Khan, F. R. (2018). Finance and technology: Key challenges faced by small and medium enterprises (SMEs) in Oman. International Journal of Management, Innovation & Entrepreneurial Research EISSN, 2395-7662.10.18510/ijmier.2018.421]Search in Google Scholar
[Al Mashady, A. A., Al Askary, H. J. M., & Hasan, H. M. (2019). Relationship between Brand Personality and Management of Economics in Iraq. Int. J Sup. Chain. Mgt Vol, 8(1), 784.]Search in Google Scholar
[Alam, M. S., & Khan, B. M. (2019). The role of social media communication in brand equity creation: An empirical study. IUP Journal of Brand Management, 16(1), 54-78.]Search in Google Scholar
[Amoah, J., Belás, J., Khan, K. A., & Metzker, Z. (2021). Antecedents of sustainable SMEs in the social media space: A partial least square-structural equation modeling (PLS-SEM) approach. Management & Marketing-Challenges for the Knowledge Society.10.2478/mmcks-2021-0003]Search in Google Scholar
[Amoah, J., Nutakor, F., Li, J., Jibril, A. B., Sanful, B., & Odei, M. A. (2021). Antecedents of social media usage intensity in the financial sector of an emerging economy: a Pls-Sem Algorithm. Management & Marketing-Challenges for the Knowledge Society.10.2478/mmcks-2021-0023]Search in Google Scholar
[Ang, S. H., & Lim, E. A. C. (2006). The influence of metaphors and product type on brand personality perceptions and attitudes. Journal of advertising, 35(2), 39-53.10.1080/00913367.2006.10639226]Search in Google Scholar
[Avery, J. (2020). The relational roles of brands. In Marketing Management (pp. 123-138). Routledge.10.4324/9780203710807-11]Search in Google Scholar
[Avis, M. (2012). Brand personality factor-based models: A critical review. Australasian marketing journal, 20(1), 89-96.10.1016/j.ausmj.2011.08.003]Search in Google Scholar
[Azoulay, A., & Kapferer, J. N. (2003). Do brand personality scales measure brand personality?. Journal of brand management, 11(2), 143-155.10.1057/palgrave.bm.2540162]Search in Google Scholar
[Bagozzi, R. P., & Pieters, R. (1998). Goal-directed emotions. Cognition & Emotion, 12(1), 1-26.10.1080/026999398379754]Search in Google Scholar
[Bajaj, A., & Bond, S. D. (2018). Beyond beauty: Design symmetry and brand personality. Journal of Consumer Psychology, 28(1), 77-98.10.1002/jcpy.1009]Search in Google Scholar
[Biel, A. L. (1993). Converting an image into equity. Brand equity and advertising: Advertising’s role in building strong brands, 26(10), 67-81.]Search in Google Scholar
[Black, K. (2019). Business statistics: for contemporary decision making. John Wiley & Sons.]Search in Google Scholar
[Braunstein, J. R., & Ross, S. D. (2010). Brand personality in sport: Dimension analysis and general scale development. Sport Marketing Quarterly, 19(1), 8-16.]Search in Google Scholar
[Branaghan, R. J., & Hildebrand, E. A. (2011). Brand personality, self-congruity, and preference: A knowledge structures approach. Journal of Consumer Behaviour, 10(5), 304-312.10.1002/cb.365]Search in Google Scholar
[Cai, Y., & Mo, T. (2020). Making an exciting brand big: Brand personality, logo size, and brand evaluation. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l’Administration, 37(3), 259-267.10.1002/cjas.1545]Search in Google Scholar
[Choi, Y. G., & Hyun, S. S. (2017). Relationships between brand experiences, personality traits, prestige, relationship quality, and loyalty: An empirical analysis of coffeehouse brands. International Journal of Contemporary Hospitality Management.10.1108/IJCHM-11-2014-0601]Search in Google Scholar
[Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81-93.10.1509/jmkg.65.2.81.18255]Search in Google Scholar
[Chung, S., & Park, J. (2017). The influence of brand personality and relative brand identification on brand loyalty in the European mobile phone market. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l’Administration, 34(1), 47-62.10.1002/cjas.1321]Search in Google Scholar
[Coelho, F. J., Bairrada, C. M., & de Matos Coelho, A. F. (2020). Functional brand qualities and perceived value: The mediating role of brand experience and brand personality. Psychology & Marketing, 37(1), 41-55.10.1002/mar.21279]Search in Google Scholar
[Coelho, A., Bairrada, C., & Peres, F. (2019). Brand communities’ relational outcomes, through brand love. Journal of Product & Brand Management10.1108/JPBM-09-2017-1593]Search in Google Scholar
[Coulter, K. S., & Coulter, R. A. (2002). Determinants of trust in a service provider: The moderating role of length of the relationship. Journal of Service Marketing, 16, 35-50.10.1108/08876040210419406]Search in Google Scholar
[Cuevas, L. M. (2016). Fashion Bloggers as Human Brands: Exploring Brand Personality within the Blogosphere.]Search in Google Scholar
[Daily, F. T. (2013). Smartphones: Future of communication.]Search in Google Scholar
[Darmawan, M. D. (2018). The Effect of Price, Product Quality, Promotion, Social Factor, Brand Image on Purchase Decision Process of Loop Product on Youth Segment (Case Study of Pt Telekomunikasi Selular). In Proceeding of International Seminar & Conference on Learning Organization.]Search in Google Scholar
[Demirel, A., & Erdogmus, I. (2016). The impacts of fans’ sincerity perceptions and social media usage on attitude toward sponsors. Sport, Business and Management: An International Journal, 6(1), 36–54. https://doi.org/10.1108/SBM-07-2014-0036.]Search in Google Scholar
[Eisend, M., & Stokburger-Sauer, N. E. (2013). Brand personality: A meta-analytic review of antecedents and consequences. Marketing Letters, 24(3), 205-216.10.1007/s11002-013-9232-7]Search in Google Scholar
[Etikan, I., Alkassim, R., & Abubakar, S. (2016). Comparison of snowball sampling and sequential sampling technique. Biometrics and Biostatistics International Journal, 3(1), 55.10.15406/bbij.2016.03.00055]Search in Google Scholar
[Freling, T. H., & Forbes, L. P. (2005). An empirical analysis of the brand personality effect. Journal of product & brand management.10.1108/10610420510633350]Search in Google Scholar
[Geuens, M., Weijters, B., & De Wulf, K. (2009). A new measure of brand personality. International journal of research in marketing, 26(2), 97-107.10.1016/j.ijresmar.2008.12.002]Search in Google Scholar
[Ghaderi, M., & Agell, N. (2017). Colors and Brand Personality: Shades of Blue for Competent Cosmetic Brands. European Working Group’Multiple Criteria Decision Aiding’Series,]Search in Google Scholar
[Gong, S., Sheng, G., Peverelli, P., & Dai, J. (2020). Green branding effects on consumer response: examining a brand stereotype-based mechanism. Journal of Product & Brand Management.]Search in Google Scholar
[Gordon, R., Zainuddin, N., & Magee, C. (2016). Unlocking the potential of branding in social marketing services: Utilising brand personality and brand personality appeal. Journal of Services Marketing.10.1108/JSM-02-2015-0105]Search in Google Scholar
[GSMA, (2021). The Mobile Economy Sub-Saharan Africa. https://www.gsma.com/mobileeconomy/sub-saharan-africa/.]Search in Google Scholar
[Ha, H. Y., & Janda, S. (2014). The effect of customized information on online purchase intentions. Internet Research.10.1108/IntR-06-2013-0107]Search in Google Scholar
[Hair, J., Hollingsworth, C. L., Randolph, A. B., & Chong, A. Y. L. (2017). An updated and expanded assessment of PLS-SEM in information systems research. Industrial management & data systems.10.1108/IMDS-04-2016-0130]Search in Google Scholar
[Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24.10.1108/EBR-11-2018-0203]Search in Google Scholar
[Henseler, J. (2017). Adanco 2.0. 1-User manual. Kleve: Composite Modeling GmbH & Co.]Search in Google Scholar
[Hohenberger, C., & Grohs, R. (2020). Old and exciting? Sports sponsorship affects brand age and brand personality. Sport Management Review, 23(3), 469-481.10.1016/j.smr.2019.05.002]Search in Google Scholar
[Holm, M., & Ax, C. (2020). The interactive effect of competition intensity and customer service competition on customer accounting sophistication—Evidence of positive and negative associations. Management Accounting Research, 46, 100644.10.1016/j.mar.2019.07.001]Search in Google Scholar
[Hosany, S., Ekinci, Y., & Uysal, M. (2006). Destination image and destination personality: An application of branding theories to tourism places. Journal of business research, 59(5), 638-642.10.1016/j.jbusres.2006.01.001]Search in Google Scholar
[Hultman, M., Skarmeas, D., Oghazi, P., & Beheshti, H. M. (2015). Achieving tourist loyalty through destination personality, satisfaction, and identification. Journal of Business Research, 68(11), 2227-2231.10.1016/j.jbusres.2015.06.002]Search in Google Scholar
[Jibril, A. B., Kwarteng, M. A., Chovancova, M., & Pilik, M. (2019). The impact of social media on consumer brand loyalty: A mediating role of online based-brand community. Cogent Business & Management, 6(1), 1673640.10.1080/23311975.2019.1673640]Search in Google Scholar
[Jibril, A. B., Kwarteng, M. A., Chovancova, M., & Vykydalova, N. (2019). The role of the social media brand community on consumers’ purchasing attitudes. ECSM 2019 6th European Conference on Social Media, 135.]Search in Google Scholar
[Jin, S. V., & Phua, J. (2015). The moderating effect of computer users’ autotelic need for touch on brand trust, perceived brand excitement, and brand placement awareness in haptic games and in-game advertising (IGA). Computers in Human Behavior, 43, 58-67.10.1016/j.chb.2014.10.035]Search in Google Scholar
[Karakaya, F., & Barnes, N. G. (2010). Impact of online reviews of customer care experience on brand or company selection. Journal of Consumer Marketing.10.1108/07363761011063349]Search in Google Scholar
[Kang, I., Son, J., & Koo, J. (2019). Evaluation of culturally symbolic brand: The role of “fear of missing out” phenomenon. Journal of international consumer marketing, 31(3), 270-286.10.1080/08961530.2018.1520670]Search in Google Scholar
[Khan, I., & Fatma, M. (2017). Antecedents and outcomes of brand experience: an empirical study. Journal of Brand Management, 24(5), 439-452.10.1057/s41262-017-0040-x]Search in Google Scholar
[Kapoor, S., & Banerjee, S. (2021). On the relationship between brand scandal and consumer attitudes: A literature review and research agenda. International Journal of Consumer Studies, 45(5), 1047-1078.10.1111/ijcs.12633]Search in Google Scholar
[Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.10.1177/002224299305700101]Search in Google Scholar
[Khan, S. W., Mahmood, T., & Shahwar, D. (2021). Role of Social media in the development of Islamic branding and its impact on purchase and repurchase intention for Ḥalāl Products: A Uses and Gratification Perspective. Al-Qamar, 4(2), 57-74.]Search in Google Scholar
[Kock, N., & Hadaya, P. (2018). Minimum sample size estimation in PLS-SEM: The inverse square root and gamma-exponential methods. Information systems journal, 28(1), 227-261.10.1111/isj.12131]Search in Google Scholar
[Kim, T., & Phua, J. (2020). Effects of brand name versus empowerment advertising campaign hashtags in branded Instagram posts of luxury versus mass-market brands. Journal of Interactive Advertising, 20(2), 95-110.10.1080/15252019.2020.1734120]Search in Google Scholar
[Kim, R. B., & Zhao, M. (2014). Chinese consumers brand loyalty for consumer products: importance of brand personality as major antecedent of brand loyalty. Asian Academy of Management Journal, 19(1), 1.]Search in Google Scholar
[Ladipo, P. K. A., Mordi, K. I., & Iheanacho, A. O. (2021). Effect of brand personality on consumer-product choice in the telecoms industry. Academy of Marketing Studies Journal, 25(4), 1-19.]Search in Google Scholar
[Langstedt, E., & Hunt, D. S. (2017). An exploration into the brand personality traits of social media sites. The Journal of Social Media in Society, 6(2), 315-342.]Search in Google Scholar
[Lambert-Pandraud, R., & Laurent, G. (2020). Impact of age on brand choice. The Aging Consumer: Perspectives from Psychology and Marketing, 163.]Search in Google Scholar
[Leung, S. O. (2011). A comparison of psychometric properties and normality in 4-, 5-, 6-, and 11-point Likert scales. Journal of social service research, 37(4), 412-421.10.1080/01488376.2011.580697]Search in Google Scholar
[Liang, Y., Xu, Q., & Jin, L. (2021). The effect of smart and connected products on consumer brand choice concentration. Journal of Business Research, 135, 163-172.10.1016/j.jbusres.2021.06.039]Search in Google Scholar
[Liang, Y., Xu, Q., & Jin, L. (2021). The effect of smart and connected products on consumer brand choice concentration. Journal of Business Research, 135, 163-172.10.1016/j.jbusres.2021.06.039]Search in Google Scholar
[Lima, P.M.G., (2017). The impact of bad fit product line extensions on brand personality. Accessed on 9 January 2022 from https://run.unl.pt/bitstream/10362/22391/1/Lima_2017.pdf.]Search in Google Scholar
[Liu, Z., Huang, S. S., Hallak, R., & Liang, M. (2016). Chinese consumers’ brand personality perceptions of tourism real estate firms. Tourism Management, 52, 310-326.10.1016/j.tourman.2015.06.022]Search in Google Scholar
[Louis, D., & Lombart, C. (2010). Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand). Journal of product & brand management.10.1108/10610421011033467]Search in Google Scholar
[Maehle, N., & Supphellen, M. (2011). In search of the sources of brand personality. International Journal of Market Research, 53(1), 95-114.10.2501/IJMR-53-1-095-114]Search in Google Scholar
[Mamangkey, C. M., Lapian, J. S. L., & Tumbuan, W. J. A. (2018). The influence of brand personality on consumer purchase intention of nike sportswear products in manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 6(1).]Search in Google Scholar
[Mandal, S., Sahay, A., Terron, A., & Mahto, K. (2021). How implicit self-theories and dual-brand personalities enhance word-of-mouth. European Journal of Marketing.10.1108/EJM-07-2019-0591]Search in Google Scholar
[Martin, M., & Nasib, N. (2021). The Effort to Increase Loyalty through Brand Image, Brand Trust, and Satisfaction as Intervening Variables. Society, 9(1), 277-288.10.33019/society.v9i1.303]Search in Google Scholar
[McManus, J.F., Carvalho, S.W. and Trifts, V. (2021), “The role of brand personality in the formation of consumer effect and self-brand connection”, Journal of Product & Brand Management, Accessed from https://doi.org/10.1108/JPBM-08-2020-3039.]Search in Google Scholar
[Mihalca, L., Ratiu, L., Brendea, G., Metz, D., Dragan, M., Dobre, F. (2021). Exhaustion while teleworking during COVID-19: a moderated-mediation model of role clarity, self-efficacy, and task interdependence, Oeconomia Copernicana, Institute of Economic Research, vol. 12(2), pages 269-306, June10.24136/oc.2021.010]Search in Google Scholar
[Molinillo, S., Japutra, A., Nguyen, B., & Chen, C. H. S. (2017). Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty. Marketing Intelligence & Planning.10.1108/MIP-04-2016-0064]Search in Google Scholar
[Nangoy, C. L., & Tumbuan, W. A. (2018). The Effect of Advertising and Sales Promotion on Consumer Buying Decision of Indovision TV Cable Provider. EMBA Journal: Journal of Economic Research, Management, Business And Accounting, 6(3).]Search in Google Scholar
[Neto, A. P., da Silva, E. A. L., Ferreira, L. V. F., & Araújo, J. F. R. (2020). Discovering the sustainable hotel brand personality on TripAdvisor. Journal of Hospitality and Tourism Technology.]Search in Google Scholar
[Ngwenya, B., & Nyagura, A. R. An Investigation into the Determination of Brand Personality for a Telecommunications Company as Perceived by the Voice Services Customers: A Case Study of Powertel Communications.]Search in Google Scholar
[Niros, M. I., Pollalis, Y., & Niros, A. I. (2017). Effective branding strategies using the CET-CC matrix in foreign markets: The Role of Consumer Ethnocentrism and Confidence on Purchase Intention.]Search in Google Scholar
[Niros, M. I., Pollalis, Y. A., & Niros, A. I. (2020). Effective marketing of mobile telecom services through brand personality: Empirical evidence from Greece.]Search in Google Scholar
[Oklevik, O., Supphellen, M., & Maehle, N. (2020). Time to retire the concept of brand personality? Extending the critique and introducing a new framework. Journal of Consumer Behaviour, 19(3), 211-218.10.1002/cb.1805]Search in Google Scholar
[Omar, A. M., & Atteya, N. (2020). The Impact of Digital Marketing on Consumer Buying Decision Process in the Egyptian Market. International Journal of Business and Management, 15(7), 120.10.5539/ijbm.v15n7p120]Search in Google Scholar
[Osei-Owusu, A. (2015). The analysis of the Ghana telecom industry.]Search in Google Scholar
[Perepelkin, J., & Di Zhang, D. (2014). Quality alone is not enough to be trustworthy: The mediating role of sincerity perception. International Journal of Pharmaceutical and Healthcare Marketing.10.1108/IJPHM-02-2013-0006]Search in Google Scholar
[Pantin-Sohier, G., & Joël, B. R. É. E. (2004). L’Influence de la Couleur du Produit sur la Perception des Traits de Personnalité de la Marque. Revue Française du Marketing, 196(1/5), 19.]Search in Google Scholar
[Portal, S., Abratt, R., & Bendixen, M. (2018). Building a human brand: Brand anthropomorphism unraveled. Business Horizons, 61(3), 367-374.10.1016/j.bushor.2018.01.003]Search in Google Scholar
[Rauschnabel, P. A., Krey, N., Babin, B. J., & Ivens, B. S. (2016). Brand management in higher education: the university brand personality scale. Journal of Business Research, 69(8), 3077-3086.10.1016/j.jbusres.2016.01.023]Search in Google Scholar
[Salmerón, L., Delgado, P., & Mason, L. (2020). Using eye-movement modeling examples to improve critical reading of multiple web pages on a conflicting topic. Journal of Computer Assisted Learning, 36(6), 1038-1051.10.1111/jcal.12458]Search in Google Scholar
[Sammut-Bonnici, T. (2015). Brand and branding.10.1002/9781118785317.weom120161]Search in Google Scholar
[Shaari, H., & Salleh, S. M. (Eds.). (2018). Contemporary Research in Brand Management (UUM Press). UUM Press.]Search in Google Scholar
[Shaari, H., Salleh, S. M., & Hussin, Z. (2018). 1 A Review on Internal Branding Practices and Employees’ Brand Performance. Contemporary Research in Brand Management (UUM Press), 5.10.32890/9789672064749]Search in Google Scholar
[Shetty, K., & Fitzsimmons, J. R. (2021). The effect of brand personality congruence, brand attachment, and brand love on loyalty among HENRYs in the luxury branding sector. Journal of Fashion Marketing and Management: An International Journal.]Search in Google Scholar
[Shukla, P., Banerjee, M., & Singh, J. (2016). Customer commitment to luxury brands: Antecedents and consequences. Journal of Business Research, 69(1), 323-331.10.1016/j.jbusres.2015.08.004]Search in Google Scholar
[Smit, E., Bronner, F., & Tolboom, M. (2007). Brand relationship quality and its value for personal contact. Journal of business research, 60(6), 627-633.10.1016/j.jbusres.2006.06.012]Search in Google Scholar
[Silva, R., Gerwe, O., & Becerra, M. (2017). Corporate brand and hotel performance: a resource-based perspective. Journal of Business Research, 79, 23-30.10.1016/j.jbusres.2017.05.019]Search in Google Scholar
[Solomon, M. R. (2009). Marketing: Real people, real decisions. Pearson Education.]Search in Google Scholar
[Swaminathan, V., Stilley, K. M., & Ahluwalia, R. (2009). When brand personality matters: The moderating role of attachment styles. Journal of consumer research, 35(6), 985-1002.10.1086/593948]Search in Google Scholar
[Tahir, I. R., Mokhtar, M., Azit, A. H., Abd Manan, W. K. A. W., & Aisyah, K. Brand personality and generation y purchase intention of halal fast food restaurants in Pahang.]Search in Google Scholar
[Temporal, P. (2014). Branding for the public sector: Creating, building, and managing brands people will value. John Wiley & Sons.10.1002/9781119176824]Search in Google Scholar
[Teimouri, H., Fanae, N., Jenab, K., Khoury, S., & Moslehpour, S. (2016). Studying the relationship between brand personality and customer loyalty: A case study of Samsung mobile phone. International Journal of Business and Management, 11(2), 1.10.5539/ijbm.v11n2p1]Search in Google Scholar
[Vahdati, H., & Mousavi Nejad, S. H. (2016). Brand personality toward customer purchase intention: the intermediate role of electronic word-of-mouth and brand equity. Asian Academy of Management Journal, 21(2).10.21315/aamj2016.21.2.1]Search in Google Scholar
[Valette-Florence, R., & Valette-Florence, P. (2020). Effects of emotions and brand personality on consumer commitment, via the mediating effects of brand trust and attachment. Recherche et Applications en Marketing (English Edition), 35(1), 84-110.10.1177/2051570720905703]Search in Google Scholar
[Wadera, D., & Sharma, V. (2018). Impulsive Buying Behavior in Online Fashion Apparel Shopping: An Investigation of the Influence of the Internal and External Factors among Indian Shoppers. South Asian Journal of Management, 25(3).]Search in Google Scholar
[Wang, X. W., Cao, Y. M., & Park, C. (2019). The relationships among community experience, community commitment, brand attitude, and purchase intention in social media. International Journal of Information Management, 49, 475-488.10.1016/j.ijinfomgt.2019.07.018]Search in Google Scholar
[Wu, J., Chen, J., & Dou, W. (2017). The Internet of Things and interaction style: the effect of smart interaction on brand attachment. Journal of Marketing Management, 33(1-2), 61-75., DOI: 10.1080/0267257X.2016.1233132.]Open DOISearch in Google Scholar
[Zaman, U., Bolia, B., & Anjam, M. (2021). Do women customers love to talk about financial brands? Empirical evidence of the mediated service responsiveness and brand sincerity in creating a positive word of mouth. Cogent Business & Management, 8(1), 1945426.10.1080/23311975.2021.1945426]Search in Google Scholar
[Zhou, M.X. and Yang, H., Juji Inc., (2017). Method and system for personifying a brand. U.S. Patent Application 14/855,764.]Search in Google Scholar
