A Methodological Critique of “effects of branding strategy”

Yasuhiro Naruse

Introduction

Branding strategy is nowadays taking significant role in marketing
communication. However, theories, presumptions, and even definition vary
in this field of study researcher by researcher. The famous authority in this
subject, Aeker (1997) insisted that each brand has “personality” inside its
image on customer, hence many researchers support or criticise his
argument, and try to investigate complication o...