TY  - BOOK
AU  - Aaker, Jennifer L.
TI  - Dimensions of Brand Personality
SN  - 0022-2437
PY  - 1997///
PB  - Journal of Marketing Research
KW  -  
KW  - Personality traits
KW  - Personality psychology
KW  - Brands
KW  - Factor analysis
KW  - Honesty
KW  - Marketing
KW  - Psychometrics
KW  - Personality
KW  - Social psychology
KW  - Consumer behavior
N2  - Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the "Big Five" dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer behavior on brand personality. Consequently, an understanding of the symbolic use of brands has been limited in the consumer behavior literature. In this research, the author develops a theoretical framework of the brand personality construct by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence, Sophistication, and Ruggedness). To measure the five brand personality dimensions, a reliable, valid, and generalizable measurement scale is created. Finally, theoretical and practical implications regarding the symbolic use of brands are discussed
UR  - https://bibliotheque.tbs-education.fr/Default/doc/edsjsr/_b64_ZWRzanNyLjEwLjIzMDcuMzE1MTg5Nw%3d%3d/dimensions-of-brand-personality
ER  -