Understanding Consumer Perception of Brand Personality

24 Pages Posted: 1 Aug 2009

See all articles by Anuja Pandey

Anuja Pandey

All India Management Association

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Date Written: July 31, 2009

Abstract

The changing marketing dynamics and heightened competition of global economy has amplified the role of brands to an unsurpassed level. Brand marketers seek ways to achieve growth while reducing both the cost of new product introduction as well as the risk of new product failure. A popular way of launching new products has therefore been to leverage the brand equity of an existing brand into a new sector, market or product category.

Brand extension today is an important strategic tool to rejuvenate and revitalize an existing brand. Brand extension, success depends on the strength of parent brand personality and its brand equity. A strong brand equity is related to distinct brand personality. Before going for any brand extension, it is important to understand the parent brand personalities and thereafter attaching the more desirable brand personalities to the extended brand.

The proposed research paper aim’s at identifying the parent brand personalities as perceived by the consumer. To understand brand personality the author will use Jennifer Aaker’s brand personality scale (BPS) and measure the brand personality of Dove brand. Explore the model validity of Jennifer Brand Personality scale in Indian situation.

The validity of the scale will be done using factor analysis. Descriptive research using stratified random sampling will be undertaken.

The study also aims at identifying the distinct brand personality of proposed brand and suggests the brand extension categories and strategies.

Keywords: Brand Extension, Brand Personality, Brand Personality Scale, Charismatic, Leverage, Rejuvenate, Revitalize, Brand Equity, Validity, Construct, Reliability

JEL Classification: MKT

Suggested Citation

Pandey, Anuja, Understanding Consumer Perception of Brand Personality (July 31, 2009). Available at SSRN: https://ssrn.com/abstract=1441824 or http://dx.doi.org/10.2139/ssrn.1441824

Anuja Pandey (Contact Author)

All India Management Association ( email )

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