Exploring Consumers’ Perceptions of Brand Personality: a Qualitative Approach

The existing literature on brand personality has focused on the brand personality construct, developing a brand personality scale and the effects of brand personality on other brand-related variables. There is a lack of in-depth consumer research investigating what factors shape consumers’ perceptions of brand personality. The current study addresses this gap by conducting sixty-six depth interviews with the purpose to explore how consumers form their perceptions of different dimensions of brand personality identified in Aaker’s (1997) scale (Sincerity, Excitement, Competence, Sophistication, and Ruggedness). This knowledge provides insight into how to develop tailor-made strategies to strengthen (or downplay) particular personality dimensions. Aaker, Jennifer (1997), "Dimensions of Brand Personality", Journal of Marketing Research, 34 (3), 347-356.



Citation:

Natalia Maehle, Cele Otnes, and Magne Supphellen (2011) ,"Exploring Consumers’ Perceptions of Brand Personality: a Qualitative Approach ", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 572.

Authors

Natalia Maehle, Norwegian Institute of Food, Fisheries and Aquaculture Research (Nofima), Norway
Cele Otnes, University of Illinois at Urbana-Champaign, USA
Magne Supphellen, Norwegian School of Economics and Business Administration, Norway



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

If No One Saw It on Instagram, Was It Any Good? Examining Received Attention as a Social Benefit of Experiential Consumption

Matthew J Hall, University of Nebraska-Lincoln
Jamie D. Hyodo, University of Nebraska-Lincoln

Read More

Featured

Trust, but Verify: A Multi-level Examination of Online Reviews and Persuasion Knowledge

Martin A. Pyle, Ryerson University
Andrew Smith, Suffolk University
Yanina Chevtchouk, University of Glasgow

Read More

Featured

R6. The Anatomy of a Rival: The Influence of Inequity and Resentment on Rival Brands

Diego Alvarado-Karste, University of North Texas
Blair Kidwell, University of North Texas

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.