The effect of brand personality on brand equity for SMEs brand

Current business landscape is characterized by a highly challenging and competitive environment. Thus, it is imperative for companies to increase their competitiveness level in the market. In the strategic brand management literature, little attention has been paid to investigating the impact of b...

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Bibliographic Details
Main Authors: Mat Daud, Suhaini, Abd Ghani, Noor Hasmini, Abdullah, Sahadah
Format: Article
Language:English
Published: 2016
Subjects:
Online Access:https://repo.uum.edu.my/id/eprint/21484/1/JGBSE%203%205%202016%2019%2033.pdf