Amal Raneem K

Dr. Mahendra Babu. Kuruva

Dr. Monika Kashyap

Dr. Surendra Kumar

Abstract

Brand personality is an important variable, whose understanding could be useful in gauging consumer behaviour towards a particular product. This, in turn, helps the marketers in chalking the marketing plans. However, little attention is paid on the issue of how different brand elements, attributes or factors play a role in shaping consumers’ perception about a brand’s personality. In this backdrop, the present study aims at identifying the brand personality of ‘Ford’ brand in India, using Jennifer Aaker’s scale of brand personality. The study is divided into three sections, with the first section dealing with review of studies related to brand personality. While the second section lays down the objective and discusses the methodology of the study, the third section is devoted to data analysis and discussion on results, from which a logical conclusion would be drawn. The results of the study suggested that the brand personality of Ford in India is ‘trustworthy’ and ‘explorer’ and these are the two factors that are contributing to the purchase intention of ford customers in India. It is also found that traits like masculine, western, feminine and spirited are not applicable for this study in the Indian context.

Keywords- Brand personality, Aaker, Brand personality scale, Ford, India.