Clarifying the brand personality construct in Malaysia

• Main Authors: Mohtar, Mozard, Rudd, John M., Evanschitzky, Heiner
• Format: Article
• Published: Emerald 2019
• Subjects: HF Commerce; Business
• Online Access: http://eprints.um.edu.my/23972/; https://doi.org/10.1108/JCM-03-2018-2617

Purpose: This paper aims to investigate the variations in brand personality trait items to describe both global and local brands in Malaysia. Design/methodology/approach: The authors adopted both factor analytic and experimental methods to investigate the internal and external validity of Malaysia b...