Brand personality refers to the set of human-like traits and characteristics that are attributed ... more Brand personality refers to the set of human-like traits and characteristics that are attributed to a brand. It involves giving the brand distinct and recognizable qualities, making it easier for consumers to relate to and connect with the brand on an emotional level. Much like how individuals have personalities that define their behavior and interactions, brands can also be personified to create a unique identity in the minds of consumers (Geuens et al., 2009). The concept of brand personality was introduced by Jennifer Aaker, a marketing professor at Stanford University, in the 1990s. Aaker proposed five dimensions to describe brand personality: Sincerity: Brands with a sincere personality are perceived as genuine, honest, and caring. They emphasize trustworthiness and build strong relationships with their customers. Excitement: Brands with an exciting personality are energetic, adventurous, and daring. They seek to create a sense of excitement and stimulate their customers' imagination. Competence: Brands with a competent personality are reliable, intelligent, and successful. They aim to be perceived as experts in their industry and provide high-quality products or services. Sophistication: Brands with a sophisticated personality are elegant, stylish, and refined. They target customers who value luxury and premium experiences. Ruggedness: Brands with a rugged personality are tough, outdoorsy, and adventurous. They appeal to customers who seek rugged, durable, and functional products. It's important to note that not all brands will possess all five dimensions of personality, and some may emphasize certain traits more than others based on their target audience and marketing strategies. Creating a well-defined brand personality helps build brand loyalty and can influence consumers' purchase decisions by fostering an emotional connection with the brand. For instance, Apple is often associated with sophistication and innovation, while Nike is linked to
Globally Tourism is the fastest growing industry for which competitive destinations are trying th... more Globally Tourism is the fastest growing industry for which competitive destinations are trying their best to promote their tourism products by developing appropriate brand strategies for marketing their products. Identification of Brand Personality is one of the strategies where Destination Marketing Organizations (DMOs) are focusing upon. This study aims to explore the brand personality traits of the first world heritage site of India i.e. Ellora caves situated in Aurangabad District of Maharashtra State of India. Though the site is having potential for Tourism, minimal efforts are taken by the stakeholders for branding Ellora. Primary data was collected using interview schedule and questionnaires from 23 tourism stakeholders of Aurangabad region and 90 domestic tourists at Ellora respectively. Factor Analysis is done to reduce the perceived brand personality traits and developing the most relevant ones. Further Cronbach’s Alpha was used for testing the reliability. Factor Analysis is done to reduce the perceived brand personality traits and coming up with the most relevant ones. 18 new traits were identified which were not seen in marketing literature of Ellora like Intelligent, resourceful, Astute, Senile Surest, Shrewd, Hygiene etc. These identified new traits will help to target new segment of tourists like Millennial’s, Eco Tourists etc. The implications of this paper are dual which are related to academic contribution and policy making for the stakeholders relating to branding of Ellora.
Medical Tourism is gaining momentum and the stakeholders globally are planning strategically for ... more Medical Tourism is gaining momentum and the stakeholders globally are planning strategically for its growth. The study sample taken for this study is Aurangabad which is tourism capital of Maharashtra. The research aims to study the satisfaction level of Medical Tourists and their future behavioural intentions. Primary data of 48 medical tourists was taken with the help of questionnaire having 7-point Likert scale and in-depth interviews. Descriptive statistics, Chi –square & factor analysis was conducted where the tourists showed positive response for satisfaction, future behaviour and 06 factors were identified related to satisfaction level in a group. Capabilities of doctors, Effectiveness of treatments, Quality of the services, Adequate information of medical services, Cost of Treatment and Waiting Period were identified in first group while, Staff communicative, Language of the area were identified in the second. It is found that medical tourism in Aurangabad is unorganized hen...
Globally Tourism is the fastest growing industry for which competitive destinations are trying th... more Globally Tourism is the fastest growing industry for which competitive destinations are trying their best to promote their tourism products by developing appropriate brand strategies for marketing their products. Identification of Brand Personality is one of the strategies where Destination Marketing Organizations (DMOs) are focusing upon. This study aims to explore the brand personality traits of the first world heritage site of India i.e. Ellora caves situated in Aurangabad District of Maharashtra State of India. Though the site is having potential for Tourism, minimal efforts are taken by the stakeholders for branding Ellora. Primary data was collected using interview schedule and questionnaires from 23 tourism stakeholders of Aurangabad region and 90 domestic tourists at Ellora respectively. Factor Analysis is done to reduce the perceived brand personality traits and developing the most relevant ones. Further Cronbach’s Alpha was used for testing the reliability. Factor Analysis...
Globally Tourism is the fastest growing industry for which competitive destinations are trying th... more Globally Tourism is the fastest growing industry for which competitive destinations are trying their best to promote their tourism products by developing appropriate brand strategies for marketing their products. Identification of Brand Personality is one of the strategies where Destination Marketing Organizations (DMOs) are focusing upon. This study aims to explore the brand personality traits of the first world heritage site of India i.e. Ellora caves situated in Aurangabad District of Maharashtra State of India. Though the site is having potential for Tourism, minimal efforts are taken by the stakeholders for branding Ellora. Primary data was collected using interview schedule and questionnaires from 23 tourism stakeholders of Aurangabad region and 90 domestic tourists at Ellora respectively. Factor Analysis is done to reduce the perceived brand personality traits and developing the most relevant ones. Further Cronbach's Alpha was used for testing the reliability. Factor Analysis is done to reduce the perceived brand personality traits and coming up with the most relevant ones. 18 new traits were identified which were not seen in marketing literature of Ellora like Intelligent, resourceful, Astute, Senile Surest, Shrewd, Hygiene etc. These identified new traits will help to target new segment of tourists like Millennial's, Eco Tourists etc. The implications of this paper are dual which are related to academic contribution and policy making for the stakeholders relating to branding of Ellora.
Brand personality refers to the set of human-like traits and characteristics that are attributed ... more Brand personality refers to the set of human-like traits and characteristics that are attributed to a brand. It involves giving the brand distinct and recognizable qualities, making it easier for consumers to relate to and connect with the brand on an emotional level. Much like how individuals have personalities that define their behavior and interactions, brands can also be personified to create a unique identity in the minds of consumers (Geuens et al., 2009). The concept of brand personality was introduced by Jennifer Aaker, a marketing professor at Stanford University, in the 1990s. Aaker proposed five dimensions to describe brand personality: Sincerity: Brands with a sincere personality are perceived as genuine, honest, and caring. They emphasize trustworthiness and build strong relationships with their customers. Excitement: Brands with an exciting personality are energetic, adventurous, and daring. They seek to create a sense of excitement and stimulate their customers' imagination. Competence: Brands with a competent personality are reliable, intelligent, and successful. They aim to be perceived as experts in their industry and provide high-quality products or services. Sophistication: Brands with a sophisticated personality are elegant, stylish, and refined. They target customers who value luxury and premium experiences. Ruggedness: Brands with a rugged personality are tough, outdoorsy, and adventurous. They appeal to customers who seek rugged, durable, and functional products. It's important to note that not all brands will possess all five dimensions of personality, and some may emphasize certain traits more than others based on their target audience and marketing strategies. Creating a well-defined brand personality helps build brand loyalty and can influence consumers' purchase decisions by fostering an emotional connection with the brand. For instance, Apple is often associated with sophistication and innovation, while Nike is linked to
Globally Tourism is the fastest growing industry for which competitive destinations are trying th... more Globally Tourism is the fastest growing industry for which competitive destinations are trying their best to promote their tourism products by developing appropriate brand strategies for marketing their products. Identification of Brand Personality is one of the strategies where Destination Marketing Organizations (DMOs) are focusing upon. This study aims to explore the brand personality traits of the first world heritage site of India i.e. Ellora caves situated in Aurangabad District of Maharashtra State of India. Though the site is having potential for Tourism, minimal efforts are taken by the stakeholders for branding Ellora. Primary data was collected using interview schedule and questionnaires from 23 tourism stakeholders of Aurangabad region and 90 domestic tourists at Ellora respectively. Factor Analysis is done to reduce the perceived brand personality traits and developing the most relevant ones. Further Cronbach’s Alpha was used for testing the reliability. Factor Analysis is done to reduce the perceived brand personality traits and coming up with the most relevant ones. 18 new traits were identified which were not seen in marketing literature of Ellora like Intelligent, resourceful, Astute, Senile Surest, Shrewd, Hygiene etc. These identified new traits will help to target new segment of tourists like Millennial’s, Eco Tourists etc. The implications of this paper are dual which are related to academic contribution and policy making for the stakeholders relating to branding of Ellora.
Medical Tourism is gaining momentum and the stakeholders globally are planning strategically for ... more Medical Tourism is gaining momentum and the stakeholders globally are planning strategically for its growth. The study sample taken for this study is Aurangabad which is tourism capital of Maharashtra. The research aims to study the satisfaction level of Medical Tourists and their future behavioural intentions. Primary data of 48 medical tourists was taken with the help of questionnaire having 7-point Likert scale and in-depth interviews. Descriptive statistics, Chi –square & factor analysis was conducted where the tourists showed positive response for satisfaction, future behaviour and 06 factors were identified related to satisfaction level in a group. Capabilities of doctors, Effectiveness of treatments, Quality of the services, Adequate information of medical services, Cost of Treatment and Waiting Period were identified in first group while, Staff communicative, Language of the area were identified in the second. It is found that medical tourism in Aurangabad is unorganized hen...
Globally Tourism is the fastest growing industry for which competitive destinations are trying th... more Globally Tourism is the fastest growing industry for which competitive destinations are trying their best to promote their tourism products by developing appropriate brand strategies for marketing their products. Identification of Brand Personality is one of the strategies where Destination Marketing Organizations (DMOs) are focusing upon. This study aims to explore the brand personality traits of the first world heritage site of India i.e. Ellora caves situated in Aurangabad District of Maharashtra State of India. Though the site is having potential for Tourism, minimal efforts are taken by the stakeholders for branding Ellora. Primary data was collected using interview schedule and questionnaires from 23 tourism stakeholders of Aurangabad region and 90 domestic tourists at Ellora respectively. Factor Analysis is done to reduce the perceived brand personality traits and developing the most relevant ones. Further Cronbach’s Alpha was used for testing the reliability. Factor Analysis...
Globally Tourism is the fastest growing industry for which competitive destinations are trying th... more Globally Tourism is the fastest growing industry for which competitive destinations are trying their best to promote their tourism products by developing appropriate brand strategies for marketing their products. Identification of Brand Personality is one of the strategies where Destination Marketing Organizations (DMOs) are focusing upon. This study aims to explore the brand personality traits of the first world heritage site of India i.e. Ellora caves situated in Aurangabad District of Maharashtra State of India. Though the site is having potential for Tourism, minimal efforts are taken by the stakeholders for branding Ellora. Primary data was collected using interview schedule and questionnaires from 23 tourism stakeholders of Aurangabad region and 90 domestic tourists at Ellora respectively. Factor Analysis is done to reduce the perceived brand personality traits and developing the most relevant ones. Further Cronbach's Alpha was used for testing the reliability. Factor Analysis is done to reduce the perceived brand personality traits and coming up with the most relevant ones. 18 new traits were identified which were not seen in marketing literature of Ellora like Intelligent, resourceful, Astute, Senile Surest, Shrewd, Hygiene etc. These identified new traits will help to target new segment of tourists like Millennial's, Eco Tourists etc. The implications of this paper are dual which are related to academic contribution and policy making for the stakeholders relating to branding of Ellora.
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