Dimensions of Brand Personality

11 Pages Posted: 17 Nov 2006

See all articles by Jennifer Aaker

Jennifer Aaker

Stanford University - Graduate School of Business

Date Written: August 1997


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 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.

Suggested Citation

Aaker, Jennifer Lynn, Dimensions of Brand Personality (August 1997). Available at SSRN: https://ssrn.com/abstract=945432 or http://dx.doi.org/10.2139/ssrn.945432

Jennifer Lynn Aaker (Contact Author)

Stanford University - Graduate School of Business ( email )

655 Knight Way
Stanford, CA 94305-5015
United States

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