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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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Bibliographic Details
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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