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- W2883978247 abstract "Although a considerable amount of research has been conducted to conceptualize brand personality, no study yet developed a brand personality measure in Vietnam. This study responds to criticism of Aaker (1997)?s brand personality measure that embraces other aspects besides personality, we applied the pure definition of personality and developed a brand personality scale in Vietnamese context that consists only personality items. Vietnamese (n=2465) participated in a study with sixteen brands in three different consumption situations. The results show the Vietnamese brand personality scale have the affinity with the Big-Five human personality dimensions (Extraversion, Agreeableness, Conscientiousness, Neuroticism, and Openness). The findings suggest that the scale can be applied in Vietnam in future research and managerial implications regarding the use of brands are discussed.?" @default.
- W2883978247 created "2018-08-03" @default.
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- W2883978247 creator A5074947528 @default.
- W2883978247 date "2018-05-02" @default.
- W2883978247 modified "2023-09-24" @default.
- W2883978247 title "Development of brand personality measure: An application for Vietnamese context" @default.
- W2883978247 cites W2131942188 @default.
- W2883978247 doi "https://doi.org/10.18488/journal.1007/2018.8.5/1007.5.174.185" @default.
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