Clarifying the brand personality construct in Malaysia
Sign Up to like & getrecommendations! Published in 2019 at "Journal of Consumer Marketing"
DOI: 10.1108/jcm-03-2018-2617
Abstract: Purpose This paper aims to investigate the variations in brand personality trait items to describe both global and local brands in Malaysia. Design/methodology/approach The authors adopted both factor analytic and experimental methods to investigate the… read more here.
Keywords: mbp scale; brand personality; brand; malaysia ... See more keywords