• Corpus ID: 148645958

BRAND PERSONIFICATION OF MOBILINK, U-PHONE, TELENOR, AND WARID

@article{Jalees2006BRANDPO,
  title={BRAND PERSONIFICATION OF MOBILINK, U-PHONE, TELENOR, AND WARID},
  author={Tariq Jalees},
  journal={Market Forces},
  year={2006},
  volume={2}
}
The purpose of this study was review the concept of brand personification and its importance in marketing; review previously developed brand personality scales; develop brand personality scale that is brand- category and cultural specific; and use it for measuring the brand personality of Mobilink, Telenor, Warid and U-phone. Brand personification is an old concept; it evolved in early fifties when celebrities started to endorse brands. The use of famous peoples and their personalities not only… 
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