Brand Personality Scale: How Do Indian Consumers Interpret The Personality Dimensions?

Khandai, Sujata and Agrawal, Bhawna and Gulla, Anju (2015) Brand Personality Scale: How Do Indian Consumers Interpret The Personality Dimensions? Asian Academy of Management Journal (AAMJ), 20 (1). pp. 1-21. ISSN 1394-2603

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Abstract

With brands assuming an important and all-encompassing position in the marketplace today and with the excessive proliferation of me-too products, marketers have recognised the need to create a distinct personality for a brand so that it stands adequately differentiated in the market. This study tests the applicability of Jennifer Aaker's (1997) brand personality scale in the Indian context and identifies significant similarities and differences in brand personality perceptions. Focus groups were used to identify the product categories and brands to be used in the study. Thereafter, Primary Component Analysis was used to isolate the factors (personality dimensions) for each brand. Data were collected using self-administered questionnaires. The study used just four product categories. Further studies could increase the number of product categories and brands to widen the scope of study.

Item Type: Article
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management
Divisions: Penerbit Universiti Sains Malaysia (USM Press) > Asian Academy of Management Journal (AAM)
Depositing User: Mr Firdaus Mohamad
Date Deposited: 19 Sep 2017 06:39
Last Modified: 19 Sep 2017 06:39
URI: http://eprints.usm.my/id/eprint/36631

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