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

• 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/36631/1/Art_2_%281%29_%2827-47%29.pdf; http://eprints.usm.my/36631/; http://web.usm.my/aamj/20012015/Art%202%20(1)%20(27-47).pdf
• Institution: Universiti Sains Malaysia

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...