Understanding Indian Millennials' Awareness Towards Brand Personality of Apparel Brands

Abstract

The purpose of this study report is to identify the brand awareness of Indian millennials towards the brand personalities of apparel brands. The idea of brand personality has recently received a lot of attention as it is an essential component of the symbolic and emotional traits of a business. Consumers’ perceptions of a brand’s human qualities are referred to as its ‘brand personality’. The utilisation of brand personality connections by marketers and advertisers can help them create more effective strategies for showcasing products in a way that appeals to consumers on an emotional level. Brand personality is important from both the advertiser’s and the consumer’s perspectives. Because of this, it is now being used more often to change customer behaviour. The primary sources from which the data were acquired were surveyed. Non-probability sampling techniques were used by the researcher. Using a survey technique, the researcher obtained information from the millennials. A total of 450 Generation Y consumers provided data. In this study, Chi-square was used to show the significant disparities in brand personality awareness among millennials. The survey found that urban school and college students and independent earnings individuals who earn a fair living had a propensity to be more aware of brand personality.