@article{MAKHILLIBM20148325784,
    title = {The Analysis of Bangkok Coffee Chain ’s Consumers and the Influence of Brand Personalities on Their Purchasing Decision},
    journal = {International Business Management},
    volume = {8},
    number = {3},
    pages = {168-171},
    year = {2014},
    issn = {1993-5250},
    doi = {ibm.2014.168.171},
    url = {https://makhillpublications.co/view-article.php?issn=1993-5250&doi=ibm.2014.168.171},
    author = {Nuntana and},
    keywords = {Brand personality,consumer personality,purchasing intention,coffee,Bangkok},
    abstract = {This research contains 2 parts. The first part explores the relationship between 
  brand personality and consumer personality of the coffee chain’s consumers 
  in Bangkok. The second part further, explores the influence of brand personalities 
  on purchasing decision of coffee chains’ consumers in Bangkok. Aaker 5 
  dimensions of brand personality namely sincerity, excitement, competence, sophistication 
  and ruggedness was adopted as a framework for analysis. The results showed that 
  there is a significant correlation between consumer personalities and brand 
  personalities in all dimensions. However, competence brand personality is the 
  only dimension that significantly influenced purchasing intention of coffee 
  chains’ consumers in Bangkok.}
    }