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It also investigated whether negative communication associated with a low-cost airline brand moderates these relationships, potentially increasing or decreasing purchase intention. Structural equation modelling and Hayes\u2019s PROCESS macro were employed for analysis based on data from a survey of 200 Portuguese consumers. Results indicate that the selected dimensions of brand personality positively influence BL and negatively influence BH, while both BL and BH impact purchase intention. Additionally, \u2018Bad\u2019 communication was found to moderate the relationship between BL\/BH and purchase intention. 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