Strengthening Consumer Brand Relationship Through Brand Personality

22 Pages Posted: 30 Mar 2010

See all articles by Anuja Pandey

Anuja Pandey

All India Management Association

Date Written: March 25, 2010

Abstract

Purpose: The present paper aims at investigating the relationship between perceived Brand personality and consumer brand relationship. The study relied on the premise that brand is a partner in a dyadic relationship with consumer and brand personality plays an important role in the establishment of ties with the consumer.

The research tests hypothesis concerning the relationship between the perceived personality of the test brand and strength of consumer brand association. The research is based upon survey conducted with participants. The brand personality scale developed by J Aaker (2004) is used. The reliability and validity of scale is tested in Indian market. Hypotheses were tested using ANOVA, Principal component analysis and correlation.

Research Implication: The results will suggest how perceived attractiveness interacts with other brand perceptions and can enhance brand association with consumer.

Suggested Citation

Pandey, Anuja, Strengthening Consumer Brand Relationship Through Brand Personality (March 25, 2010). Available at SSRN: https://ssrn.com/abstract=1578213 or http://dx.doi.org/10.2139/ssrn.1578213

Anuja Pandey (Contact Author)

All India Management Association ( email )

14, Institutional Area, Lodhi Road
New Delhi, New Delhi 110019
India
9891297060 (Phone)
011 24646689 (Fax)

HOME PAGE: http://www.aima-ind.org

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