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The Influence Of Brand Personality Evidence From India

Author

Listed:
  • Sangeeta Trott

Abstract

Nokia tops the list this year among India’s most trusted brands. The purpose of this research is to analyze the influence of brand personality of NOKIA to perceived quality. Approximately 214 respondents from a well known management institute are selected for this purpose. Respondents are asked to rate five dimensions of brand personality (sincerity, excitement, competence, sophistication, ruggedness) on a five point rating scale. Similarly, they are asked to rate the four dimensions of perceived quality on a three point rating scale. This paper will help marketers frame proper marketing strategies for the same.

Suggested Citation

  • Sangeeta Trott, 2011. "The Influence Of Brand Personality Evidence From India," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 5(3), pages 79-83.
    • Handle: RePEc:ibf:gjbres:v:5:y:2011:i:3:p:79-83
    as

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    References listed on IDEAS

    as
    1. Cindy Lombart & Didier Louis, 2010. "Impact of brand personality in 3 major relational consequences (trust, attachment and commitment to the brand)," Post-Print hal-00771151, HAL.
    2. Vanitha Swaminathan & Karen M. Stilley & Rohini Ahluwalia, 2009. "When Brand Personality Matters: The Moderating Role of Attachment Styles," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(6), pages 985-1002, April.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    trusted brands; perceived quality; dimensions; sophistication; ruggedness;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

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