About this paper

Appears in:
Pages: 1963-1967
Publication year: 2009
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

MODERATING EFFECTS OFTHE BRAND CONCEPT ON THE RELATIONSHIP BETWEEN BRAND PERSONALITY AND PERCEIVED QUALITY-INDIAN SCENARIO

S. Trott

ITM Business School, Mumbai (INDIA)
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.


@InProceedings{TROTT2009MOD,
author = {Trott, S.},
title = {MODERATING EFFECTS OFTHE BRAND CONCEPT ON THE RELATIONSHIP BETWEEN BRAND PERSONALITY AND PERCEIVED QUALITY-INDIAN SCENARIO},
series = {2nd International Conference of Education, Research and Innovation},
booktitle = {ICERI2009 Proceedings},
isbn = {978-84-613-2953-3},
issn = {2340-1095},
publisher = {IATED},
location = {Madrid, Spain},
month = {16-18 November, 2009},
year = {2009},
pages = {1963-1967}}
TY - CONF
AU - S. Trott
TI - MODERATING EFFECTS OFTHE BRAND CONCEPT ON THE RELATIONSHIP BETWEEN BRAND PERSONALITY AND PERCEIVED QUALITY-INDIAN SCENARIO
SN - 978-84-613-2953-3/2340-1095
PY - 2009
Y1 - 16-18 November, 2009
CI - Madrid, Spain
JO - 2nd International Conference of Education, Research and Innovation
JA - ICERI2009 Proceedings
SP - 1963
EP - 1967
ER -
S. Trott (2009) MODERATING EFFECTS OFTHE BRAND CONCEPT ON THE RELATIONSHIP BETWEEN BRAND PERSONALITY AND PERCEIVED QUALITY-INDIAN SCENARIO, ICERI2009 Proceedings, pp. 1963-1967.
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