Revisiting Brand Personality Attributes: Mediating Role of Brand Attitude

Review Of Literature

Brand is one of the motivating factors for the customers and the channel partners to go for the product and/ or service. Though a product or service is the end part for the customers and consumers, brand name substantiates the customers’ satisfaction. The relationship between the consumer and brand depends on consumer’s brand perception and acceptance. Organizations create brand image in such a manner that, the brand image would lead to high congruence (Ataman, 2003) among buyers’ preferred personality dimensions expected from the brand and the personality dimensions reflected by the brand. The preferred personality dimensions expected out of a brand is strongly influenced by socio-cultural context (Shivani et al., 2006), which makes it important for the organizations to attract customers in Indian context.