An Empirical scrutinizing of Brand Personalities: Indian Telecommunication Service Providers

Abstract

In research of consumer behavior, a substantial amount of interest has been given to the create brand personality which refers to the set of people distinctiveness associated with brands. even though a few explorations on recognition of personalities of brands in India, this research scrutinizing attempted with conceptualization to determine the personality of mobile telecommunication brands in India. Researchers investigated perception of consumers in India regarding the few mobile telecommunication service brands with using 200 customers as a sample. The all constructs were defined with the help of five brand personality dimensions. The scrutinizing revealed that each brand represents its own personality dimension while sharing more than one key personality factors.