Question
The concept of Brand Personality introduced by Aaker (1997) is an alternative for an organization to establish its brand identity . The five dimensions of
The concept of Brand Personality introduced by Aaker (1997) is an alternative for an organization to establish its brand identity. The five dimensions of Brand Personality are Sincerity, Excitement, Competence, Ruggedness, and Sophistication.
Recommend two (2) dimensions of Brand Personality that most suitable to be used to form the brand image ofUniversity Kebangsaan Malaysia (UKM). Please provide clear explanation and justification to all your answers. Every point matters.
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E Marketing
Authors: Judy Strauss, Raymond Frost
7th edition
132953447, 978-1315506517, 1315506513, 978-0132953443
