Revisiting Aaker’S (1997) Brand Personality Dimensions: Validation and Expansion

Renu Emile, Auckland University of Technology, New Zealand
Mike Lee, University of Auckland, New Zealand
Using qualitative data from 230 respondent descriptions of four consumers’ auto-photographical product selections, this paper examines whether Aaker’s model of brand personality should be expanded; and if the concept of brand personality is also transferable to products not clearly identified or presented to respondents as recognisable brands.
[ to cite ]:
Renu Emile and Mike Lee (2012) ,"Revisiting Aaker’S (1997) Brand Personality Dimensions: Validation and Expansion", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 363-370.