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Keywords: Brand personality
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Journal Articles
Journal:
The Bottom Line
The Bottom Line (2022) 35 (2-3): 137–158.
Published: 01 July 2022
... are functionally used to build a distinct digital organizational identity. Design/methodology/approach The content analysis method was used to examine the similarities and differences among 170 Malaysian and Singaporean-selected SMEs based on Aaker’s five brand personality scales. Findings The findings...
