An extension of Aaker’s brand personality model from an Islamic perspective: a conceptual study
Due to high competition and low switching cost, marketers need to differentiate a brand from others that are fulfilling similar consumer needs. Brand personality is one of the effective terms that create brand differentiation. Aaker’s brand personality model that comprises of five dimensions (Sincer...
| Main Authors: | , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2014
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/41023/ http://irep.iium.edu.my/41023/ http://irep.iium.edu.my/41023/1/41023.pdf |