Story of Aaker’s brand personality scale criticism

Purpose - Aaker’s brand personality scale (BPS) published in 1997 has revived hitherto sluggish interest in brand personality research. With time, the BPS, most cited work in brand personality, also faced criticism across dimensions. This paper aims to review the popular journals published after 199...

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Bibliografiska uppgifter

Huvudupphov:	Ajay Kumar
Materialtyp:	Artigo
Språk:	Inglês
Utgiven:	Emerald Publishing 2018-09-01
Serie:	Spanish Journal of Marketing-ESIC
Ämnen:	Brand personality scale Jennifer A Aaker Criticism Applicability of BPS Brand personality measurement Brand personality review
Länkar:	https://www.emeraldinsight.com/doi/pdfplus/10.1108/SJME-03-2018-005
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