Indian Brand Personality

Abstract

The aim of present study is to develop Indian brand personality measurement scale and newline carry out its validation. Also investigation is done to explore the appropriateness of newline proposed scale over other popular scale. This twofold study empirically investigate the newline Indian brand personality dimensions and proposed a seven dimensional scale with 49 items. newline At next stage this proposed scale is validated and compared with other established scale by newline checking the impact of brand personality on brand affect based on data collected from a newline fresh and independent sample. Results reveled that Indian brands personality can be newline described in seven dimensions with four new dimensions, out of which two dimension are newline exclusive and theoretically found to have strong association with Indian culture. Through newline this research the statistical superiority of proposed Indian personality scale is tested, newline validated and proved empirically. This study makes a significant contribution by proposing newline Indian brand personality scale with addition of striking different dimensions. It confirms newline that culture have a direct impact on how brand personalities are perceived and appreciates newline by consumers. The study is first of a kind to apply Indian brand personality scale s better newline predictive validity and brand differentiating power than prevailing scales in marketing newline application area. newline Keywords: Brand personality, Brand personality scale, Brand Affect newline newline