Dikcius, Vytautas; Seimiene, Eleonora; Casas, Ramunas - In: Organizations and markets in emerging economies 9 (2018) 2, pp. 324-341
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...