Brand Personality & Mobile Handsets: Research Insights - Dave, Anupama Chirag
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Brand Personality Scale developed by Jennifer Aaker (1997) consisted of 15 facets having 42 personality traits. This books aims at looking at those 42 personality traits from the perspective of product category of Smartphone's/ Mobile Handsets. The objective was to prove the relevance of theoretical models and its practical essence. Thus, this book aims at explaining the theoretical model and its research perspective.

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Produktbeschreibung
Brand Personality Scale developed by Jennifer Aaker (1997) consisted of 15 facets having 42 personality traits. This books aims at looking at those 42 personality traits from the perspective of product category of Smartphone's/ Mobile Handsets. The objective was to prove the relevance of theoretical models and its practical essence. Thus, this book aims at explaining the theoretical model and its research perspective.
Autorenporträt
Dr. Anupama Chirag Dave - Professor Assistente no Marwadi Education Founation's Group of Institution, Rajkot. Doutorado, MBA, MCom, UGC NET (Gestão). Dr. Mamta Brahmbhatt - Professor Associado - Estratégia & QT (BBA, DCA, MBA, M.Com, Ph.D., UGC_NET (Mgt.), SLET (Comércio))