A Review of the Use of Aaker’s Methodology within the Brand Personality Construct: A Review of Extant Literature
Anthropomorphism is the belief that brands can possess human characteristics, which raises a tendency to assign human traits to inanimate objects. It is on this premise that Brand Personality takes its roots. Several studies in the measurement and influence of Brand Personality abound leading to in...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Airlangga
2020-04-01
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| Series: | TIJAB (The International Journal of Applied Business) |
| Subjects: | |
| Online Access: | https://e-journal.unair.ac.id/TIJAB/article/view/17959 |