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.