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Parallel Sessions (Brand Management): Brand Personality Of Pakistan: Comparison Of Perception – Local Versus Foreign, Manzoor Khalidi
Parallel Sessions (Brand Management): Brand Personality Of Pakistan: Comparison Of Perception – Local Versus Foreign, Manzoor Khalidi
International Conference on Marketing
This paper involves a comparative examination of the country brand personality of Pakistan as perceived by the Pakistanis and that perceived by Non-Pakistanis. The objective is to understand: one, whether there exists a divergence between our self-perception and that of NonPakistanis; two, to understand the difference in perception with reference to the 13 subdimensions of country brand personality noted below; three, to ponder about the possible reasons for the divergence. The scale for measuring country personality was developed by combing four scales that had been developed and used in earlier research publications on brand personality. The scale was based on …
Student Colloquium: Correlation Between Celebrity Endorser's Equity And The Brand Personification Of Pantene And Its Influence On The Purchase Intention Of The Consumers, Sana Hasan
International Conference on Marketing
This research is focused on the brand Pantene, and its celebrity endorsers Katrina Kaif and Shilpa Shetty. Celebrity endorsement through advertisement is a popular method of marketing communications. The customers make a direct link between the endorser and the brand he/she endorses. For this reason, choosing an endorser should involve assessing the compatibility of the image or characteristics of the endorser and those of the brand, and considering whether or not the equity of the brand and that of the endorser complement each other.