Measuring Brand Personalities of Cellular Service Providers of Pakistan

Aziz, Sadia; Ghani, Usman; Khan Niazi, Muhammad Abdullah
October 2010
Interdisciplinary Journal of Contemporary Research in Business;Oct2010, Vol. 2 Issue 6, p473
Academic Journal
A brand is one of the most significant resources that a business owns. It is a way through which the businesses convey promise, recognition, and hope to customers. Attaching personalities to brands provide basis to differentiate their distinctiveness, which can make them more attractive to the consumer. This study employed Aaker s brand personality scale to judge the brand distinctiveness of the five different mobile phone service providers in Pakistan. Different statistical tools like one way ANOVA was used to measure the brand personalities of cellular service providers of Pakistan. The overall results demonstrate that the respondents considered U-fone as the most favorable brand on the different personality traits as compared to the rest of the brands.


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