Applicability of Brand Personality Dimensions across Cultures and Product Categories: A Review
نویسندگان
چکیده
In recent years, brand personality as a branding construct has attained significant attention, which has paved the way for personality directed brand management. In this context, development of a brand personality scale by Aaker(1997) has strongly influenced the research on symbolic meanings of brands. Although Aaker’s brand personality scale has been widely approved and used in many brand personality-related studies, yet the generalizability of her framework has been questioned by some researchers. The purpose of this paper is to review the studies related to applicability of brand personality dimensions across cultures and product categories, and to describe the implications of these findings for brand managers.
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