The Impact of Brand Personality on Customer Patronizing Behavior: with special reference to the supermarket industry in Sri Lanka.
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F12%3A43868655" target="_blank" >RIV/70883521:28120/12:43868655 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
The Impact of Brand Personality on Customer Patronizing Behavior: with special reference to the supermarket industry in Sri Lanka.
Original language description
In the field of service marketing, satisfying customer is relatively difficult than marketing practices of physical products. There are many factors considered by the service marketers in order to make the customer satisfaction and loyalty. Brand personality of the service companies are recognized as a key platform for development of loyal customer base for their organizations. When it comes to the modern retailing, self service supermarkets highly concern about branding strategies for attracting theircustomers towards their outlets. Hence, in this study, researchers attempted to investigate on ?The impact of brand personality on customer patronizing decisions in Sri Lankan supermarkets.? Further, literature provides sufficient evidence to support theempirical gap existing in Sri Lankan context. The main objective of the study is to identify the influenced made by brand personality on customer patronizing decisions and recommending strategies of the local supermarkets chains to creat
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
AE - Management, administration and clerical work
OECD FORD branch
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Result continuities
Project
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Continuities
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Others
Publication year
2012
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Proceedings of the 18th International Business Information Management Association
ISBN
978-0-9821489-7-6
ISSN
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e-ISSN
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Number of pages
13
Pages from-to
423 - 435
Publisher name
International Business Information Management Association
Place of publication
Istanbul
Event location
Istanbul
Event date
May 9, 2012
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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