Consumer Perception of Brand Personality: An Empirical Evidence from India

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 were collected from customers using Airtel services; telecom, broadband and DTH. To establish the best fitting measurement model, the first-...