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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| Format: | Artigo |
| Sprache: | Inglês |
| Veröffentlicht: |
Emerald Publishing
2018-09-01
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| Schriftenreihe: | Spanish Journal of Marketing-ESIC |
| Schlagworte: | |
| Online-Zugang: | https://www.emeraldinsight.com/doi/pdfplus/10.1108/SJME-03-2018-005 |
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