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Browsing Research Articles (Marketing Management) by Author "Mutsikiwa, Munyaradzi"

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Exploring the brand personalities of Facebook, YouTube, and LinkedIn

Mutsikiwa, Munyaradzi; Maree, Tania (Inderscience, 2019-10)

For decades, marketers have applied brand personality to brands and organisations in order to facilitate relationships with consumers. This phenomenon has been studied across different product categories and industries ...
The role of social network brand personality in a consumer-brand relational model

Mutsikiwa, Munyaradzi; Maree, Tania (Unisa Press, 2023-06)

PURPOSE : This research employs Aaker's brand personality framework to explore the interrelationships between social network platform brand personality and attitude, motivations, behavioural intention, and behaviour. ...

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