Modeling brand personality using structural equation modeling

Brand personality is acknowledged as an imperative platform for budding a trustworthy customer base for products. Modeling the Brand Personality is essential for any marketer in the present global marketing scenario. Brand differs in their power and value in the market place. Brand Personality is set of human characteristics associated with a brand. Customers are willing to pay for using a branded product compared to the unbranded product. Brand is an intangible assets and it is difficult to measure it directly. Structural Equation Modeling provides a method to model the brand personality that cannot be directly measured. This paper aim to focus on SEM to model the brand personality of LUX in Indian context using the framework developed by Aaker.