Personage Signature and Consumer Decision-Making in the Digital Marketplace: A Study of Smartphone Buyers in Nagpur
Keywords:
Personage Signature, Consumer Decision-Making, Smartphone Buyers, Digital Marketplace, Personage Credibility, Digital Engagement, Brand Congruence, Purchase Intention.Abstract
The study investigates the impact of Personage Signature on consumer decision makingprocess in the digital market focusing on the recipients (smartphone buyers) of Nagpur City.Key areas for Personage Signature are credibility, authenticity, attractiveness, expertise, personage– brand congruence and digital engagement are explored
References
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