Ahmed, Muhammad; Ali, Syed Ahmad; Jan, Muhammad Tahir; … - In: Journal of Islamic Marketing 11 (2019) 3, pp. 621-642
Purpose: Organizations today strive to differentiate themselves from others with the help of various tools. Aaker’s brand personality model is one of them. It comprises five components namely, sincerity, excitement, sophistication, competence and ruggedness. This model has been tested and...