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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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
2016
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| Subjects: | |
| Online Access: | http://repo.uum.edu.my/21484/1/JGBSE%203%205%202016%2019%2033.pdf http://repo.uum.edu.my/21484/ http://gbse.com.my/22nov16/Paper%20Siap-3-.pdf |
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