MANAGEMENT

Detailed explanation-1: -Brand Personality as a construct has come to limelight after influential work of Aaker in 1997. Aaker has found Brand Personality to be having five dimensions or a multidimensional construct. Other studies have supported the Brand Personality as multidimensional construct.

Detailed explanation-2: -Brand image is a consumer’s interpretation of your company and its products and services. It takes form inside the consumer’s mind based on their experiences and interactions, as well as their perception of your company’s mission and values.

Detailed explanation-3: -The dimensions of brand image in this study include brand identity, brand personality, brand association, brand behavior & attitude, and brand competence & benefit.

Detailed explanation-4: -Five key dimensions of brand personality include Brand Competence, Brand Sincerity, Brand Excitement, Brand Sophistication, and Brand Toughness.