Open Access
Research Article·pp. 1833–1842·Vol. 26, Issue 7Oct 2023
Measurement and validity of Jennifer Aaker’s brand personality scale for Indian apparel brands
Jitender Kumar, Simran Sikka
Published Online: 27 Nov 2023DOI: 10.47974/JSMS-1150
In this paper: In modern business, the rivalry has shifted from price to non-price, necessitating the use of not just the market, but also marketing tactics. Consumers are frequently connected to a product or a bran...
