Brand differentiation is now becoming an important tactic for combating competition in the hostile marketplace. A viable solution for establishing the distinctiveness of a brand is through brand personality. Attaching personalities to brands contributes to a differentiating brand identity, which can make brands more desirable to the consumer. Jennifer Aaker developed a specialized brand personality scale, the five dimensions of the scale being sincerity, excitement, competence, sophistication, and ruggedness. This study focused on measuring the brand personality of Colgate brand and exploring the model validity of Jennifer Aaker's Brand Personality scale. The study indicated that: About 93 per cent of the respondents used toothpaste and toothbrush among the oral care products. About 55 per cent of the respondents used only Colgate brand and about 39 per cent used Close-up and Pepsodent together with Colgate brand. 61 per cent of the respondents who were using only Colgate brand were using the brand for more than three years which indicates that most of the respondents had an understanding about the Colgate brand. Most of the respondents who were using more than one brand have indicated that they switch among the brands once in three months or once in more than six months. About 53 per cent of the respondents have indicated that they prefer Colgate dental cream among Colgate paste brands and 35 per cent Colgate Cibaca top among Colgate toothbrush brands. Confirmatory Factor Analysis revealed that ruggedness, competence, and excitement are the main dimensions of Colgate Brand Personality. This shows that the company should stress more on its functional benefits than the emotional benefits whenever the company introduces a new brand, new ad campaign or any other form of communication with the user. The items—trendy, exciting, and young—under Exciting Dimension are more relevant for the Colgate brand and the items—cool, contemporary and imaginative—are not applicable to the Colgate brand. This will be a major finding for the company and ad agency because they can improve the score in this dimension by concentrating on the creativity and contemporariness of its advertisements and other promotional materials. Also, the items—confident, secure, and hardworking—under Competence Dimension are more relevant for the Colgate Brand and the item—successful—is not applicable to the Colgate brand. This finding will be an eye opener for the company A validity check of the scale using Factor Analysis was carried out which indicates that the number of dimensions of Brand Personality is 13 and that about 10 items of Jennifer Aaker—s Brand Personality scale are not applicable in the Indian situation. The applicability of this scale in the Indian situation was not checked because it required an exploratory study to identify the dimensions of Brand Personality in the Indian situation. Hence, identifying the Indian Brand Personality construct can be undertaken by future researchers.
Clustering is an extremely important task in a wide variety of application domains especially in management and social science research. In this paper, an iterative procedure of clustering method based on multivariate outlier detection was proposed by using the famous Mahalanobis distance. At first, Mahalanobis distance should be calculated for the entire sample, then using T 2-statistic fix a UCL. Above the UCL are treated as outliers which are grouped as outlier cluster and repeat the same procedure for the remaining inliers, until the variance-covariance matrix for the variables in the last cluster achieved singularity. At each iteration, multivariate test of mean used to check the discrimination between the outlier clusters and the inliers. Moreover, multivariate control charts also used to graphically visualizes the iterations and outlier clustering process. Finally multivariate test of means helps to firmly establish the cluster discrimination and validity. This paper employed this procedure for clustering 275 customers of a famous twowheeler in India based on 19 different attributes of the two wheeler and its company. The result of the proposed technique confirms there exist 5 and 7 outlier clusters of customers in the entire sample at 5% and 1% significance level respectively.
The study focuses on developing a tool to measure the engagement of diabetes patients and to explore its dimensions. This study was based on descriptive research design and purposive sampling method. Personal interview was conducted among the doctors to ascertain the face and content validity of the questionnaire. Subsequently, interview was conducted with the patients and exploratory factor analysis was used to reduce the number of items in the diabetes patient engagement scale. Diabetes patient engagement measurement model resulted in seven dimensions consisting of 21 items. The dimensions patient satisfaction, patient initiatives, organized health care, informed choice, health promotion, and prevention are unidimensional factors, and the dimension self-management (routine and clinical assessment) is multidimensional. This study confirmed the validity of the new multidimensional diabetes patient engagement scale to assess and measure the intensity of engagement of the patient with their respective care towards doctor and hospital. Practical implication is to facilitate in predicting and determining the engagement level of patient with their health care provider, which increases good health outcomes and quality of life.
Background: Hospitals are looking for progressive improvement in quality by refocusing healthcare delivery and organisational policies towards the patient. Patients should receive high quality care whenever it is needed, healthcare staff need to respect and respond to patient choices, needs and values and partnerships need to be formed between the provider, patients, their family and care givers with the core concept of patient centred care. Apart from the quality of care, reduction of cost and many other issues, healthcare executives give more priority to patient experience and satisfaction. Aim: The aim of the study is to assess the mediating effect of patient satisfaction between patient centred care and health service experience and to find the effect of patient centred care on health service experience. Method: Through a structured questionnaire 454 patients who have visited the leading eye hospitals in South India were selected for the study. Structural equation modeling was used to test the constructs. Results: The result suggested that the patient centred care and health service experience has a direct relationship, while patient satisfaction was found to be a partial mediator of patient centred care and experience. Moreover, coordination among the employees will help to deliver centred care for the patient along with a good experience and can result in satisfaction for the patient. Implication for management: Managers should emphasise on communication, providing health services in time without any delay and attention to the needs and wants of patients and offer them good reception and treatment.
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