The brand personality of rocks
Abstract
Aaker’s (1997) brand personality (BP) scale is widely used in research and is an important foundation for the theory of BP. Building on extant critiques of the scale, this article considers the possibility that Aaker’s (1997) scale methodology ‘creates’ the BP that it measures. Using pictures of rocks as stimuli, this article applies the principles of Aaker’s methodology to examine the BP of rocks. Rocks are the chosen stimuli as they do not...
Paper Details
Title
The brand personality of rocks
Published Date
Dec 6, 2013
Journal
Volume
14
Issue
4
Pages
451 - 475
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