Consumer Perception of Brand Personality

What is it about?

The present study empirically measures the Airtel brand personality in India using Aaker’s brand personality measurement framework (1997). The study involved a questionnaire survey measuring five brand personality dimensions, namely sincerity, excitement, competence, sophistication and ruggedness. The data was collected from customers using Airtel services; telecom, broadband and DTH. The confirmatory factor analysis (first and second order) was computed to establish best fitting measurement model. The items under “sophistication” dimension such as feminine, good-looking, glamorous and smooth were not perceived to be relevant with Airtel brand personality. The remaining four dimensions were found to be important to describe the Airtel brand personality. These results are useful in developing positioning strategies for Airtel, especially with “excitement” and “competence” dimensions. The results are also useful to design promotional campaign by giving more emphasis on ‘emotional and friendly’ associations.

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Why is it important?

The study used Aaker' brand personality framework in India.