Forming Brand Personality: Company-Based Vs. Consumer-Based Sources

Natalia Maehle, Norwegian School of Economics and Business Administration, Norway
Chunyan Xie, Stord/Haugesund University College, Norway
Magne Supphellen, Norwegian School of Economics and Business Administration, Norway
Brand personality is a popular topic in the marketing literature. However, there has been little research on how consumers form their perceptions of brand personality. Moreover, the existing literature does not pay enough attention to consumer-based sources of brand personality. We conducted sixty-six interviews in order to find out which sources are relevant for forming the five brand personality dimensions of the Aaker’s scale (1997). The results show that consumer-based sources play an important role for Sincerity and Competence, whereas company-based sources are dominant for creating Sophistication and Ruggedness. Excitement is shaped by a blend of consumer- and company-based sources.
[ to cite ]:
Natalia Maehle, Chunyan Xie, and Magne Supphellen (2009) ,"Forming Brand Personality: Company-Based Vs. Consumer-Based Sources", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 899-900.