Applicability of Brand Personality Scale in the Indian Context

In today's competitive market, brands have to strive to create a distinct differentiation for the competitive edge and survival. As the functional differentiation tends to lose the novelty for the consumers, marketers resort to symbolic differences. Brand personality addresses the symbolic function and symbolic benefit of the brand. Jennifer Aaker in her seminal research work constructed the brand personality scale which has been widely adopted for measuring brand personality. Although the scale developed by Aaker (1997) is most widely adapted scale in the brand personality research, the critical issue with the scale is the applicability in different cultural contexts. This paper investigates the applicability of the Brand Personality scale developed by Aaker in the Indian context. To test the applicability of the scale in entirety, 460 respondents were asked to measure the brand personality of their existing car and the preferred car by using the five-dimension Brand Personality Scale developed by Aaker (1997) as a framework. In the existing car brand personality, a 2-factor structure with 13 item scale resulted, and in the preferred car, a 3-factor structure with 12 item scale resulted. Dr Anita Kshetri | Dr Bidyanand Jha"Applicability of Brand Personality Scale in the Indian Context" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-2 | Issue-3 , April 2018, URL: http://www.ijtsrd.com/papers/ijtsrd11324.pdf http://www.ijtsrd.com/management/marketing-management/11324/applicability-of-brand-personality-scale-in-the-indian-context/dr-anita-kshetri