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
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.
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