Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-Oct08-Article1-Measurement and Validity of Jennifer Aaker's Brand Personality Scale For Close-Up Brand
- Price : 80.00
- Published on October 1, 2008
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
Throughout the past two decades, the development of new products has been a popular marketing strategy for many firms. According to the trade publication New Product News, consumer-product companies launch nearly 20,000 new products each year (compared to only 2,689 in 1980) and supermarkets carry an average of 30,000 products compared to 13,067 in 1982 (as cited in Belch & Belch, 2001)1. Because of an increase in marketplace competition, this newfound brand proliferation threatens the survival of other recent brands. Brand differentiation is now becoming an important tactic for combating competition in this hostile marketplace. A viable solution for establishing the distinctiveness of a brand is through brand personality. Attaching personalities to brands contributes to a differentiating brand identity, which can make brands more desirable to the consumer.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.