Dimensions of Brand Personality

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. Consequen...

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Bibliographic Details
Published in:Journal of marketing research 1997-08, Vol.34 (3), p.347-356
Main Author: Aaker, Jennifer L.
Format: Article
Language:English
Subjects:
Brand identification
Brands
Consumer behavior
Consumer research
Consumers
Factor analysis
Honesty
Marketing
Perceptions
Personality
Personality psychology
Personality traits
Psychometrics
Researchers
Social psychology
Statistical analysis
Studies
Validity
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