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Dimensions of Brand Image: An Exploratory Study

By: BHAGWAT JAGDISH.
Contributor(s): Dhar Upinder [Research Guide].
Material type: TextTextPublisher: Pune SI(DU) 2016Description: vi,315.Subject(s): Branding, Brand Image, Mobile Handsets, Mobile ServicesDDC classification: 659.285 Summary: The present study is an attempt to explore the dimensions of Brand Image. In the present study, two most commonly used products Mobile Handsets and Mobile Services were chosen for the study with two most popular brands in each product category. The study commenced with identification of a number of attributes from available literature used for Brand Image. These attributes were screened for redundancy/appropriateness and then were offered to number of judges for their opinion. The screened list was then converted into a psychometric instrument using a seven-point bipolar semantic differential scale. The psychometric instrument was then administered on the respondents for their opinion on Brand Image. Factor analysis was carried out to generate dimensions of Brand Image. T
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Thesis (Phd) Thesis (Phd) Symbiosis International University Central Library
Reference 659.285 BHA siu-th-154 (Browse shelf) Not For Loan (Restricted Access) It is available for consultation in the SI(DU) library. siu-th-154

The present study is an attempt to explore the dimensions of Brand Image. In the present study, two most commonly used products Mobile Handsets and Mobile Services were chosen for the study with two most popular brands in each product category. The study commenced with identification of a number of attributes from available literature used for Brand Image. These attributes were screened for redundancy/appropriateness and then were offered to number of judges for their opinion. The screened list was then converted into a psychometric instrument using a seven-point bipolar semantic differential scale. The psychometric instrument was then administered on the respondents for their opinion on Brand Image. Factor analysis was carried out to generate dimensions of Brand Image. T

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