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Brand Personality Study

1137 Words5 Pages

Kinjal Gandhi (2014)41, Prior researches on brand personality have shown that consumers develop relationships with brands and often anthropomorphize inanimate products. Coca-Cola and Pepsi are two leading soft-drink brands in India occupying 95% of the softdrink market. With low, almost negligible, functional benefits (read: health benefits) of soft drinks (Vartanian, Schwartz, & Brownell, 2007) and no differentiation in taste, colour or price of the two brands, marketers have to cash in on the self-expressive value of their product. This study comparatively evaluated personality perceptions of the two brands for young Indian consumer. Kinjal Gandhi (2014)42, Prior researches on brand personality have shown that consumers develop relationships …show more content…

A total of 958 respondents participated in this study. They completed a 14-items questionnaire to measure product involvement, and a 32-items and 16-items questionnaire to measure brand personality and brand loyalty respectively. The present study has also revealed that product involvement increases the direct effect of excitement and ruggedness of brand personality dimension on brand loyalty. The study also expands the body of knowledge by providing empirical verification of the link among product involvement profile brand personality, and brand …show more content…

Achievement in brand management arises from understanding and overseeing brand image and loyalty correctly to create strong characteristics that will impact consumers when making on their decisions. The research studied four dimensions of consumer 's based-brand equity specifically brand awareness, brand image, perceived quality and brand loyalty. Among the three dimensions, brand loyalty seems to have the minimum brand equity rating by consumers than alternate dimensions. Although, the dimension seem to have impact on consumer perceptions of brand. This paper likewise provides a solution to brand awareness via media store sellers which may help the sellers to promote their products in light of consumer

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