Brand personality is defined as a set of human characteristics associated with a brand, in which a brand may be considered as an active relationship partner rather than a passive exchange object. Linking these two concepts in the luxury context, the chapter considers how person-specific, internal...
In the paper of Elhenawy et al. [83] and Ermagun et al. [84], the RFC was used to predict human behavior, specifically driving behavior. Thus, the same classification tool was applied in the current investigation. Similar optimization parameters were utilized in the study, as presented in...