Brand Personality Scale: is It Applicable for a Small Emerging Country?
In Lithuania, a small emerging country, up to now the J.Aaker brand personality scale has been used without a proper validation. Previous researchers have made conclusions that the J.Aaker brand personality scale is both culture- and country-sensitive. Moreover, some studies show that not all dimens...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Vilnius University Press
2018-12-01
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| Series: | Organizations and Markets in Emerging Economies |
| Subjects: | |
| Online Access: | https://www.journals.vu.lt/omee/article/view/14168 |