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Self-Image Congruence of Motorcycle Brands - A Correspondence Analysis Purview

International Journal of Marketing and Business Communication

Volume 5 Issue 2

Published: 2016
Author(s) Name: Pranav M. Sol, Hareesh N. Ramanathan | Author(s) Affiliation: Dept of Mgt Studies, Toc H Inst. of Science and Technology, Arrakunnam, Kochi, Kerala, India
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Abstract

A brand gets its personality from how manufacturers or advertisers have highlighted them. But for sure, every buyer will have an imagery regarding products or brands which are familiar to them. There are many motorcycles brands in the market and every brand carries a personality with it. This study is to examine the correspondence between motorcycle brands and the personality traits associated with each brand. An instrument was framed to collect relevant data which can further be analyzed with modern statistical tools to check the correspondence with associated personality. Almost all major brands of two wheelers are taken into account for this study. The results clearly draw the correspondence between the brands and the associated personality traits.

Keywords: Motorcycle Brands, Personality Traits, Correspondence Analysis, Self-image

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