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.


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.


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


E - European Advances in Consumer Research Volume 9 | 2011

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