Brand Personality Scale: How Do Indian Consumers Interpret The Personality Dimensions?
With brands assuming an important and all-encompassing position in the marketplace today and with the excessive proliferation of me-too products, marketers have recognised the need to create a distinct personality for a brand so that it stands adequately differentiated in the market. This study t...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Asian Academy of Management (AAM)
2015
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| Subjects: | |
| Online Access: | http://eprints.usm.my/36631/1/Art_2_%281%29_%2827-47%29.pdf http://eprints.usm.my/36631/ http://web.usm.my/aamj/20012015/Art%202%20(1)%20(27-47).pdf |
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| Institution: | Universiti Sains Malaysia |
| Language: | English |