International Journal of Marketing and Business Communication

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Self-Image Congruence of Motorcycle Brands – A Correspondence Analysis Purview


Affiliations
1 Department of Management Studies, Toc H Institute of Science and Technology, Arrakunnam, Kochi, Kerala, India
     

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A brand gets its personality from how manufacturers or advertisers have highlighted them. But for sure, every buyer will have an imagery regarding products or brands which are familiar to them. There are many motorcycles brands in the market and every brand carries a personality with it. This study is to examine the correspondence between motorcycle brands and the personality traits associated with each brand. An instrument was framed to collect relevant data which can further be analysed with modern statistical tools to check the correspondence with associated personality. Almost all major brands of two wheelers are taken into account for this study. The results clearly draw the correspondence between the brands and the associated personality traits.

Keywords

Motorcycle Brands, Personality Traits, Correspondence Analysis, Self-Image.
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  • Self-Image Congruence of Motorcycle Brands – A Correspondence Analysis Purview

Abstract Views: 267  |  PDF Views: 0

Authors

Pranav M. Sol
Department of Management Studies, Toc H Institute of Science and Technology, Arrakunnam, Kochi, Kerala, India
Hareesh N. Ramanathan
Department of Management Studies, Toc H Institute of Science and Technology, Arrakunnam, Kochi, Kerala, India

Abstract


A brand gets its personality from how manufacturers or advertisers have highlighted them. But for sure, every buyer will have an imagery regarding products or brands which are familiar to them. There are many motorcycles brands in the market and every brand carries a personality with it. This study is to examine the correspondence between motorcycle brands and the personality traits associated with each brand. An instrument was framed to collect relevant data which can further be analysed with modern statistical tools to check the correspondence with associated personality. Almost all major brands of two wheelers are taken into account for this study. The results clearly draw the correspondence between the brands and the associated personality traits.

Keywords


Motorcycle Brands, Personality Traits, Correspondence Analysis, Self-Image.

References