DIGITAL LIBRARY
MODERATING EFFECTS OFTHE BRAND CONCEPT ON THE RELATIONSHIP BETWEEN BRAND PERSONALITY AND PERCEIVED QUALITY-INDIAN SCENARIO
ITM Business School, Mumbai (INDIA)
About this paper:
Appears in: ICERI2009 Proceedings
Publication year: 2009
Pages: 1963-1967
ISBN: 978-84-613-2953-3
ISSN: 2340-1095
Conference name: 2nd International Conference of Education, Research and Innovation
Dates: 16-18 November, 2009
Location: Madrid, Spain
Abstract:
PURPOSE
The purpose this paper is to findout the effects of brand concept on the relationship between brand personality and perceived quality in the Indian context.

DATA COLLECTION
Three well known brands on the basis of India's most trusted brand equity survey 2009 are selected and the relationship between their brand personality and perceived quality is found out.The data is collected from 214 respondents (approximately) froma well known management institute, India.

DATA ANALYSIS
The data is analysed using microsoft excel and SPSS SOFTWARE.Multivariate and univariate techinques are used for analysis.

ORIGINALITY/CONTRIBUTION
This paper contributes to the field of management in the Indian context.


Keywords:
brand personality, perceived quality, brand concept.