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MENUVolume : VI, Issue : I, January - 2017
A CONCEPTUAL STUDY ON BRAND PERSONALITY
J. Saravanan, Dr. B. Devamaindhan
Abstract :
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.
Keywords :
Brand personality personality measurement scale brand loyalty customer retention company performance
Article:
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DOI : https://www.doi.org/10.36106/gjra
Cite This Article:
J.Saravanan, Dr.B.Devamaindhan, A CONCEPTUAL STUDY ON BRAND PERSONALITY, GLOBAL JOURNAL FOR RESEARCH ANALYSIS : Volume-6, Issue-1, January‾2017
Number of Downloads : 324
References :
J.Saravanan, Dr.B.Devamaindhan, A CONCEPTUAL STUDY ON BRAND PERSONALITY, GLOBAL JOURNAL FOR RESEARCH ANALYSIS : Volume-6, Issue-1, January‾2017
