Volume : 6, Issue : 1, January - 2017
A CONCEPTUAL STUDY ON BRAND PERSONALITY
J. Saravanan, Dr. B. Devamaindhan
Abstract :
<p> <span style="font-family: "Times New Roman", serif; font-size: 12pt; text-align: justify;">Brand differentiation can be used as an important tactic for overcoming the competition in the global market. Brand differentiation is possible only through and personality. This study explores the concept of and personality. It also identifies the components of and personality. The study has framed a research model on the conceptual basis. The study revealed the relationship between and personality, and loyalty, customer retention and company performance. In future, the researcher planned to do an empirical study based on this conceptual framework. </span></p> <p class="MsoNormal" style="text-align:justify;line-height:200%"><span lang="EN-IN" style="font-size:12.0pt;line-height:200%;font-family:"Times New Roman",serif"><o:p></o:p></span></p>
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Download PDF Journal DOI : 10.15373/2249555XCite This Article:
J.Saravanan, Dr.B.Devamaindhan, A CONCEPTUAL STUDY ON BRAND PERSONALITY, GLOBAL JOURNAL FOR RESEARCH ANALYSIS : Volume-6, Issue-1, January‾2017