Dimensions of Brand Personality

  title={Dimensions of Brand Personality},
  author={J. Aaker},
  • J. Aaker
  • Published 1997
  • Psychology
  • 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 the brand personality construct by… CONTINUE READING
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