%0 Journal Article
	%A O. Bouhlel and  N. Mzoughi and  D. Hadiji and  I. Ben Slimane
	%D 2009
	%J International Journal of Economics and Management Engineering
	%B World Academy of Science, Engineering and Technology
	%I Open Science Index 29, 2009
	%T Brand Personality and Mobile Marketing: An Empirical Investigation
	%U https://publications.waset.org/pdf/12273
	%V 29
	%X This research assesses the value of the brand personality and its influence on consumer-s decision making, through relational variables, after receiving a text message ad. An empirical study, in which 380 participants have received an SMS ad, confirms that brand personality does actually influence the brand trust as well as the attachment and commitment. The levels of sensitivity and involvement have an impact on the brand personality and the related variables to it.

	%P 462 - 469