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A Study on Modelling the Personality Construct of Brands


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1 Department - MBA, Seacom Engineering College, Howrah, West Bengal, India
     

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Brand personality, which is defined as "personality attributes associated with the brands" forms the core of the symbolic attributes of a brand. Firms attain a differential position among all the competing brands, by designing a suitable brand personality. Although theoretical studies illustrated the construction of brand personality and identified important constructing factors, empirical validation of the theories and the constructing components was not done. Moreover, identification of the relative importance of the brand personality constructing components across different brands was also not done. In this work, an attempt has been made to create a model of brand personality, adhering to the theoretical studies. A methodology is also developed to empirically justify the relevance of the theoretical construct. The relative importance of the constructing components of brand personality is also measured across different brands of wrist watch operating in the Indian market product categories.

Keywords

Brand Personality, Brand Personality Constructs, Direct Association, Indirect Association, Modeling Brand Personality.
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  • A Study on Modelling the Personality Construct of Brands

Abstract Views: 630  |  PDF Views: 3

Authors

Saugat Ghosh
Department - MBA, Seacom Engineering College, Howrah, West Bengal, India

Abstract


Brand personality, which is defined as "personality attributes associated with the brands" forms the core of the symbolic attributes of a brand. Firms attain a differential position among all the competing brands, by designing a suitable brand personality. Although theoretical studies illustrated the construction of brand personality and identified important constructing factors, empirical validation of the theories and the constructing components was not done. Moreover, identification of the relative importance of the brand personality constructing components across different brands was also not done. In this work, an attempt has been made to create a model of brand personality, adhering to the theoretical studies. A methodology is also developed to empirically justify the relevance of the theoretical construct. The relative importance of the constructing components of brand personality is also measured across different brands of wrist watch operating in the Indian market product categories.

Keywords


Brand Personality, Brand Personality Constructs, Direct Association, Indirect Association, Modeling Brand Personality.

References