An extension of Aaker’s brand personality model from Islamic perspective: a conceptual study

• Main Authors: Ahmed, Muhammad, Jan, Muhammad Tahir
• 格式: Article
• 语言: English; English
• 出版: Emerald Publishing Group 2015
• 主题: HF5428 Retail trade
• 在线阅读: http://irep.iium.edu.my/44491/1/44491.pdf; http://irep.iium.edu.my/44491/4/44491_An%20extension%20of%20Aaker%E2%80%99s%20brand%20personality%20model%20from%20Islamic%20perspective_SCOPUS.pdf; http://irep.iium.edu.my/44491/; http://www.emeraldinsight.com/doi/full/10.1108/JIMA-10-2014-0068

Purpose – The purpose of this paper is to browse literature based on Aaker’s brand personality modal and highlight criticism on it. Furthermore, the study proposes an Islamic brand personality modal based on Islamic teachings. Design/methodology/approach – Extensive research on Muslim character...