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Aditya Shankar MISHRA

1. Validity of Jennifer Aaker’s Brand Personality Scale in IndiaValidity of Jennifer Aaker’s Brand Personality Scale in India
Rezumat:Jennifer Aaker’s (1997) scale is the most widely used tool to measure the personality of a brand. But, further research has shown that, this scale is specific to USA and may not be an appropriate tool in other countries. Therefore, it is imperative to check the validity of this scale before using it in any different country. The main objective of this research is to do validity check of the scale in India because it is one of the major emerging economies and here, marketers are vying to create unique personality for their brands. EFA is used for this study.
Autor(i):Aditya Shankar MISHRA
Publicat în:Revista Română de Marketing 2/2011 [Volume 6, Issue 2] (aprilie-iunie)
Cod citare:2803

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