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Dimensions of Brand Image: An Exploratory Study

By:

BHAGWAT JAGDISH

Contributor(s):

Dhar Upinder [Research Guide]

Material type: Text

TextPublication details: Pune SI(DU) 2016Description: vi,315Subject(s):

Branding, Brand Image, Mobile Handsets, Mobile Services

DDC 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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Holdings
Item type	Current library	Collection	Call number	Status	Notes	Date due	Barcode
Thesis (Phd)	Symbiosis International University Central Library	Reference	659.285 BHA siu-th-154 (Browse shelf(Opens below))	Not For Loan (Restricted Access)	It is available for consultation in the SI(DU) library.		siu-th-154

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Previous	659.203 HEA 20726 ENCYCLOPEDIA OF PUBLIC RELATIONS	659.203/HEA 40611 Encyclopedia of public relations /	659.203/HEA 40612 Encyclopedia of public relations /	659.285 BHA siu-th-154 Dimensions of Brand Image: An Exploratory Study	659.29796 IRW Sport Promotion and Sales Management	659.85 CRA Advertising Research	659 FAR 14382 ART OF MARKETING	Next

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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