Measurement and Validity of Brand Personality: A Study on Famous Toothpaste Brand of India

There are several dimensions of human psychology which help forming and resulting in personality of an individual. At the same time, numerous studies in the past have taken place in understanding this perennial phenomenon. However, when it comes to understanding the construct of an intangible icon like brand in its personality field and its ability to result in repeat purchases (mostly denoted in terms of ‘brand loyalty’), there are insufficient studies which demonstrate the relationship between these two brand factors. Thus, it is required to examine the association between these strategic dimensions which subsequently can help the decision makers as well the researchers to refine and re- establish their mental corners. As such, Indian market which has been growing as a consumer centric market-place, created many power and iconic brands like Dabur and so on. In this study of ours, we propose a model which contains various determinants of brand loyalty vis-à-vis various dimensions of bran personality of the said brand Dabur Red.