BRAND PERSONALITY SCALE: IS IT APPLICABLE FOR A SMALL EMERGING COUNTRY?
作者: Vytautas Dikcius, Eleonora Seimiene, Ramunas Casas
刊名: Organizations and Markets in Emerging Economies, 2018, Vol.9 (2)
来源数据库: Faculty of Economics and Business Administration, Vilnius University
DOI: https://doi.org/10.15388/omee.2018.10.00017
关键词: Brand personalityBrand personality scaleEmerging economyScale validation.
原始语种摘要: In Lithuania, a small emerging country, up to now the J.Aaker brand personality scale has been used without a proper validation. Previous researchers have made conclusions that the J.Aaker brand personality scale is both culture- and country-sensitive. Moreover, some studies show that not all dimensions might be suitable for measuring brand personality in a specific country or cross-cultural studies. Therefore, this paper aims to adapt and validate the scale proposed by J. Aaker in a context of a small emerging country. The scale validation takes place in several stages: starting with a qualitative study, involving experts, and finishing with an extensive quantitative study in three product categories. The research has revealed that in the Lithuanian context, the brand personality scale...
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关键词翻译
关键词翻译
  • country 地方
  • valid 有效的
  • economy 经济
  • emerging 浮起
  • brand 黑穗病
  • personality 人格
  • scale 度盘
  • three 
  • dimensions 面积
  • proposed 建议的