Empirical Generalizations of Brand Personality Dimensions: Longitudinal Analysis of a Robust Six Factor Model

Since Aaker’s seminal paper on brand personality, the validity of this proposition has not been fully investigated. We analyze 15 years of proprietary panel data with 17,000 subjects and 3,000 brands per year provided by BAV. We find, in fact, a six dimension brand personality structure that evolves over time.



Citation:

Travis Tae Oh, Michel Tuan Pham, and Kamel Jedidi (2016) ,"Empirical Generalizations of Brand Personality Dimensions: Longitudinal Analysis of a Robust Six Factor Model", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 751-751.

Authors

Travis Tae Oh, Columbia University, USA
Michel Tuan Pham, Columbia University, USA
Kamel Jedidi, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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