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Brand Personality and Self Congruence in Laptop Computers

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  • Mansi R. Rathod
  • Naresh K. Patel
  • Akash S. Koul

Abstract

To make the success of the brand in the market, basic and one of the most important elements is the “positioning†. For right positioning of the brand in the mind of the customers, study of the consumer behavior is essential. This study includes laptop industry and end users of the laptop brand. The major focus of the study is search for the answer of the question: “Do people buy the laptop brand which resembles their own personality?†In search of the answer, so many literatures have been studied. Aaker (1997) has developed scale “Dimensions of the Brand Personality†and Malhotra (1981) has developed scale to measure Self-concept, Person concepts, and product concepts. According to him the same scales which we are using to measure brand-image can be used to measure self-image. For the study both literature taken as base with others to identify the congruence between the brand personality and user’s own personality correlation analysis have been used. To support this major finding, brand-wise correlation analysis, analysis of variance, and LSD test have been used. It identify there is an association between the role of gender and the laptop own for which the test has been performed.

Suggested Citation

  • Mansi R. Rathod & Naresh K. Patel & Akash S. Koul, 2015. "Brand Personality and Self Congruence in Laptop Computers," Jindal Journal of Business Research, , vol. 4(1-2), pages 67-80, June.
    • Handle: RePEc:sae:jjlobr:v:4:y:2015:i:1-2:p:67-80
    DOI: 10.1177/2278682116656936
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    References listed on IDEAS

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    1. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
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    3. Sirgy, M Joseph, 1982. "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 287-300, December.
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