Brand personality from an Islamic perspective: a conceptual analysis of Aaker’s model
Current challenges reflect intense competition in the market and low switching cost of customers. For any brand to be appealing and ultimately profitable, it necessitates differentiation in comparison with other brands. Marketers engage in various differentiation techniques such as Aaker’s brand...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English English English |
| Published: |
IIUM Press, International Islamic University Malaysia
2018
|
| Subjects: | |
| Online Access: | http://irep.iium.edu.my/70616/ http://irep.iium.edu.my/70616/ http://irep.iium.edu.my/70616/19/70616%20BRAND%20PERSONALITY%20FROM%20AN%20ISLAMIC%20PERSPECTIVE.pdf http://irep.iium.edu.my/70616/2/70616_Brand%20personality%20from%20an%20islamic%20perspective_scopus.pdf http://irep.iium.edu.my/70616/13/70616_Brand%20personality%20from%20an%20Islamic%20perspective_WOS.pdf |