Dimensions of Brand Personality

  title={Dimensions of Brand Personality},
  author={Jennifer L. Aaker},
  journal={Journal of Marketing Research},
  pages={347 - 356}
  • J. Aaker
  • Published 1 August 1997
  • Business
  • Journal of Marketing Research
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… 

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