Research Paper
Year: 2019 | Month: September | Volume: 6 | Issue: 9 | Pages: 153-176
Linking Brand Attractiveness for Brand Personality Development- Local, National and Global Brand in the Processed Food Industry of India
Dr Rinalini Pathak Kakati1, Mrs. Anubhuti Deorah2
1Professor, Department of Business Administration, Gauhati University, Guwahati-781014, Assam, India
2Senior Research Fellow, Department of Business Administration, Gauhati University, Guwahati-781014, Assam, India
Corresponding Author: Anubhuti Deorah
ABSTRACT
This study examines the intriguing relationship between brand attractiveness and personality among local, national and global brands in the processes food industry sector of India. Though this study has been carried out in the North Eastern part of India, but the findings of the study may be applicable to other parts, as national and global brand differences in packaged milk may be same in other regions also. Objectives of the paper include defining brand attractiveness (42 variables), quantifying the same for the three brands and finding if there is any link between their brand attractiveness and brand personality. Survey technique has been used to collect consumer data. Various statistical tools like scale reliability & validity, exploratory factor analysis, quantitative calculations, Cronbach’s alpha, Hotelling t squared, mean scores, standard deviations, one sample t-test and multiple regression have been applied. The findings reveal that the local brand enjoys very high brand attractiveness score compared to the national and global brand but fails in carving out distinct personality dimensions. The national brand is influenced by personality dimensions ‘Original’ and ‘Reliable’ even though it has a comparatively low brand attractiveness, mainly because of positioning strategy. The global brand is influenced by personality dimension ‘Unique’ and enjoys comfortable attractiveness. This study has been able to show that variations in brand attractiveness occur for local, national and global brands for packaged milk in Processed Food Industry (FMCG sector), despite sharing the common shelf space.
Key words: Brand Attractiveness, Brand Personality, Local Brand, National Brand, Global Brand, Processed Food Industry
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