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What is Brand Personality in Telecom Marketing about?

This document summarizes a research paper that explores the relationship between brand personality, brand image, perceived quality, and consumer behavior in the mobile telecom industry in Greece. The research found that sincerity, competence, and sophistication were dominant factors that influenced brand image. Brand image was also found to influence perceived quality of intangible telecom offerings. Additionally, customer satisfaction was found to mediate the relationship between perceived quality and bran

Author

ΑγγελικήΝιρού

Language

EN