Dimensions of Brand Image An Exploratory Study

Abstract

The present study is an attempt to explore the dimensions of Brand Image. In the present study, two most commonly used products Mobile Handsets and Mobile Services were chosen for the study with two most popular brands in each product category. The study commenced with identification of a number of attributes from available literature used for Brand Image. These attributes were screened for redundancy/appropriateness and then were offered to number of judges for their opinion. The screened list was then converted into a psychometric instrument using a seven-point bipolar semantic differential scale. The psychometric instrument was then administered on the respondents for their opinion on Brand Image. Factor analysis was carried out to generate dimensions of Brand Image. The study resulted in six dimensions of Brand Image for Mobile Handsets, namely - Contemporary, Dependable, Flexible, Impressive, Worth and Stylish. In the case of Mobile Services, five dimensions of Brand Image were obtained, namely Caring, Conscientious, Efficient, Skilled and Availability newline