Brand personality
This topic currently groups 3 published articles across 3 issues.
“How brand personality can assist in achieving the sustainable development goals (SDGs) for small and medium-sized enterprises (SMEs) in developing countries”
Piyaporn Auemsuvarn
Volume 13 Special Edition · 27 May 2019
Small and medium-sized enterprises (SMEs) play a crucial role in a nation’s economy, particularly in developing countries. Brand personality has been studied extensively in the literature and adopted almost exclus…
Impact of co-branding and brand personality on brand equity: A study of telecom sector in Pakistan
Zara Aqeel • Muhammad Imran Hanif • Muhammad Shaukat Malik
Volume 12 Issue 1 · 05 Oct 2017
Brand Equity is an important concept in marketing academia and practice. It has long been studied but still there are gaps to be filled. The research aims to explain marketers of how br…
South Korea's country personality in Thai consumer's perception: A qualitative study
Kawpong Polyorat • Kullanun Sripongpun
Volume 10 Issue 1 · 04 Nov 2015
Brand personality applies human personality traits to describe a brand. While brand personality has attracted interests from marketing researchers for decades, the application of brand personality to describe a country…