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

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

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 t...

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Main Authors: Khandai, Sujata, Agrawal, Bhawna, Gulla, Anju
Format: Article
Language:English
Published: Asian Academy of Management (AAM) 2015
Subjects:
HD28-70 Management. Industrial Management
Online Access:http://eprints.usm.my/36631/
http://eprints.usm.my/36631/1/Art_2_%281%29_%2827-47%29.pdf
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author Khandai, Sujata
Agrawal, Bhawna
Gulla, Anju
author_facet Khandai, Sujata
Agrawal, Bhawna
Gulla, Anju
author_sort Khandai, Sujata
building USM Institutional Repository
collection Online Access
description 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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publishDate 2015
publisher Asian Academy of Management (AAM)
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spelling usm-366312017-09-19T06:39:21Z http://eprints.usm.my/36631/ Brand Personality Scale: How Do Indian Consumers Interpret The Personality Dimensions? Khandai, Sujata Agrawal, Bhawna Gulla, Anju HD28-70 Management. Industrial Management 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. Asian Academy of Management (AAM) 2015 Article PeerReviewed application/pdf en http://eprints.usm.my/36631/1/Art_2_%281%29_%2827-47%29.pdf 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 http://web.usm.my/aamj/20012015/Art%202%20(1)%20(27-47).pdf
spellingShingle HD28-70 Management. Industrial Management
Khandai, Sujata
Agrawal, Bhawna
Gulla, Anju
Brand Personality Scale: How Do Indian Consumers Interpret The Personality Dimensions?
title Brand Personality Scale: How Do Indian Consumers Interpret The Personality Dimensions?
title_full Brand Personality Scale: How Do Indian Consumers Interpret The Personality Dimensions?
title_fullStr Brand Personality Scale: How Do Indian Consumers Interpret The Personality Dimensions?
title_full_unstemmed Brand Personality Scale: How Do Indian Consumers Interpret The Personality Dimensions?
title_short Brand Personality Scale: How Do Indian Consumers Interpret The Personality Dimensions?
title_sort brand personality scale: how do indian consumers interpret the personality dimensions?
topic HD28-70 Management. Industrial Management
url http://eprints.usm.my/36631/
http://eprints.usm.my/36631/
http://eprints.usm.my/36631/1/Art_2_%281%29_%2827-47%29.pdf

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