An empirical comparison of two brand personality scales: Evidence from India |
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| Institution: | 1. Asia Europe Business School, Faculty of Economics and Management, East China Normal University, Shanghai 200241, China;2. Department of Marketing, School of International Business Administration, Shanghai University of Finance and Economics, Shanghai 200433, China;3. Department of Marketing and International Business, Spears School of Business, Oklahoma State University, Stillwater, Oklahoma 74078-4011, USA;4. Department of Marketing, School of Management, Fudan University, Shanghai 200433, China |
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| Abstract: | Aaker's (1997) brand personality scale has been widely used to measure the personality of brands. However, studies also show that Aaker's brand personality dimensions are not stable across cultures. In pursuance of this issue, we examine the structure of brand personality dimensions in India. This research presents the results of two studies conducted to develop a brand personality scale in Indian context, and to make an empirical comparison between Indian brand personality scale and Aaker's brand personality scale. Results reveal that brand personality in India can be described in six dimensions: sophistication, excitement, popularity, competence, trendiness and integrity. The findings empirically support the reliability and validity of the scale developed. The results also reveal that Indian brand personality scale is a suitable alternative to Aaker's brand personality scale in Indian context. |
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| Keywords: | Brand personality Brand equity Consumer – Brand Relationship Brand Trust Brand Attachment Brand Commitment |
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