A Study On Personality Traits As A Cause ForChange In Personal Involvement AndSensoring Brand Experience And Its Effect OnBrand Equity With Special Reference Tocellular networks In Hyderabad

Abstract

This study aims to investigate the relationship between personality traits, personal involvement,brand experience, and brand equity with specific reference to the telecom network provider, Airtel,in Hyderabad. Personality traits have been identified as significant factors influencing consumerbehaviour and brand perception. Additionally, personal involvement and brand experience havebeen recognized as crucial elements in shaping consumer attitudes and loyalty towards a particularbrand. To conduct this research, a sample of Airtel users in Hyderabad will be selected, and datawill be collected through structured questionnaires. The questionnaires will include measures ofpersonality traits, personal involvement, brand experience, and brand equity. Statistical analysessuch as correlation tests and regression analysis will be employed to examine the relationshipsbetween these variables. The findings of this study are expected to contribute to the existingliterature on consumer behaviour and branding by providing insights into how personality traits canimpact personal involvement and brand experience, ultimately influencing brand equity. The resultswill be beneficial for telecom network providers, like Airtel, in understanding the importance ofaligning marketing strategies with consumers' personality traits to enhance their overall brandequity. Additionally, this study will offer empirical evidence specific to the context of Hyderabad,providing valuable insights for marketers targeting this particular market.