Clarifying the brand personality construct in Malaysia
Purpose: This paper aims to investigate the variations in brand personality trait items to describe both global and local brands in Malaysia. Design/methodology/approach: The authors adopted both factor analytic and experimental methods to investigate the internal and external validity of Malaysia b...
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| Main Authors: | , , |
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| Format: | Article |
| Published: |
Emerald
2019
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| Subjects: | |
| Online Access: | http://eprints.um.edu.my/23972/ https://doi.org/10.1108/JCM-03-2018-2617 |
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