The Effectiveness of Brand Personality & Affective Commitment in Capturing Brand Loyalty: A Study of Retailers in UK
Marketing research theorists have concentrated their focus in studying the emblematic meaning consumers attach to certain brands. One such concept is brand personality. The brand personality scale proposed by Aaker is popular tool for the measurement of different product categories however, its app...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
International Research Alliance for Sustainable Development - iRASD
2022-04-01
|
| Series: | iRASD Journal of Management |
| Subjects: | |
| Online Access: | https://www.journals.internationalrasd.org/index.php/jom/article/view/745 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|