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Dimensions of Brand Personality
Jennifer L. Aaker
Journal of Marketing Research
Vol. 34, No. 3 (Aug., 1997), pp. 347-356
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3151897
Page Count: 10
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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.
Journal of Marketing Research © 1997 American Marketing Association