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

Share Proceeding

Featured papers

See More


The Last Hurrah Effect: End-of-Week and End-of-Month Time Periods Increase Financial Risk-Taking

Xinlong Li, University of Toronto, Canada
Avni Shah, University of Toronto, Canada

Read More


When Consumer Brand Sabotage Harms Other Consumers Relationship with the Brand

Andrea Kähr, University of Bern
Bettina Nyffenegger, University of Bern
Harley Krohmer, University of Bern
Wayne Hoyer, University of Texas at Austin, USA

Read More


“I Desire A Brand When I See How They are Different from Me”: Differential Effects of Blatant and Subtle Brand Rejection

Jun Yan, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Americus Reed, University of Pennsylvania, USA

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.