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Keywords: Big five factors
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Journal Articles
Journal of Islamic Marketing (2015) 6 (2): 209–223.
Published: 08 June 2015
... brand personality antecedents and the Big Five Factors. The main objective of this study is to identify the primary antecedents of halal brand personality. Although it appears fair to state that the brand personality dimensions and scales that are recognized by Aaker (1997) can be used...

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