The other side of the brand personality coin Dr. Rajaram S.*, Shelly C. Stalin** *Assistant Professor/MBA, KALASALINGAM UNIVERSITY, Anand Nagar, Krishnankoil - 626190, Tamil Nadu State, India. **Assistant Professor in Commerce, T. S. Narayanaswami College of Arts and Science, Navalur, Chennai – 603103, India. Abstract Every research is not perfect. There are plenty of possible threats for the internal validity, construct validity and external validity. The logic underlying the study may also be flawed. Thus, every piece of theory should be given a thorough analysis in order to find the possible sources of mistakes. There exists a conceptual confusion in the brand personality area. To avoid the present state of conceptual confusion in branding, an extensive research is the need of the hour, which can allow brand personality concept to be a richer one and most helpful concept to understand and manage brands. This article is an attempt to inquire the theoretical concepts of brand personality and brand personality scale and to have a look at the negative side of the same. Top Keywords Brand Personality, Human Characteristics, Brand Personality Scale, Validity. Top |