This study focuses on measuring the brand personality of BlackBerry mobile phone to find out the changes in brand image after repositioning and targeting youth, and exploring the model validity of Jennifer Aaker's Brand Personality Scale. The random sampling method was used to collect primary...

Prior studies intensively rely on lifestyle segmentation to investigate the patterns of purchase and consumption decisions. However, the literature does not specifically relate lifestyle profiles with the types of consumer decisions (i.e., purchasing vs. consumption decisions). Therefore, this...