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

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.


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.


Renu Emile, Auckland University of Technology, New Zealand
Mike Lee, University of Auckland, New Zealand


NA - Advances in Consumer Research Volume 40 | 2012

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