An Empirical scrutinizing of Brand Personalities: Indian Telecommunication Service Providers
Mr. Kumar Ratnesh, Assistant Professor, Dewan Institute of Management Studies, Meerut, Uttar Pradesh, India.
Manuscript received on November 11, 2019. | Revised Manuscript received on November 23, 2019. | Manuscript published on 30 November, 2019. | PP: 4266-4271 | Volume-8 Issue-4, November 2019. | Retrieval Number: D7948118419/2019©BEIESP | DOI: 10.35940/ijrte.D7948.118419
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: In research of consumer behavior, a substantial amount of interest has been given to the create brand personality which refers to the set of people distinctiveness associated with brands. even though a few explorations on recognition of personalities of brands in India, this research scrutinizing attempted with conceptualization to determine the personality of mobile telecommunication brands in India. Researchers investigated perception of consumers in India regarding the few mobile telecommunication service brands with using 200 customers as a sample. The all constructs were defined with the help of five brand personality dimensions. The scrutinizing revealed that each brand represents its own personality dimension while sharing more than one key personality factors.
Keywords: Brand Personality, Competitive Advantage, Mobile Telecommunication, Industry Life Cycle.
Scope of the Article: Mobile Applications and Services for IoT.