Forming Brand Personality: Company-Based Vs. Consumer-Based Sources

Brand personality is a popular topic in the marketing literature. However, there has been little research on how consumers form their perceptions of brand personality. Moreover, the existing literature does not pay enough attention to consumer-based sources of brand personality. We conducted sixty-six interviews in order to find out which sources are relevant for forming the five brand personality dimensions of the Aaker’s scale (1997). The results show that consumer-based sources play an important role for Sincerity and Competence, whereas company-based sources are dominant for creating Sophistication and Ruggedness. Excitement is shaped by a blend of consumer- and company-based sources.



Citation:

Natalia Maehle, Chunyan Xie, and Magne Supphellen (2009) ,"Forming Brand Personality: Company-Based Vs. Consumer-Based Sources", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 899-900.

Authors

Natalia Maehle, Norwegian School of Economics and Business Administration, Norway
Chunyan Xie, Stord/Haugesund University College, Norway
Magne Supphellen, Norwegian School of Economics and Business Administration, Norway



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

The Upside of Immorality: The Signal Value of Offensive Producer Behavior

Amit Bhattacharjee, Erasmus University Rotterdam, The Netherlands
Jonathan Zev Berman, London Business School, UK
Gizem Yalcin, Erasmus University Rotterdam, The Netherlands

Read More

Featured

A Meta-Analysis on the Endowment Effect in Experiments

DANIEL SUN, University of Calgary, Canada

Read More

Featured

Yes, I can or "No, I can't" - Effect of Extraneous Affirmation- and Negation-Evoking Contexts on Brand Recall Memory: The Role of Semantic Activations

Sudipta Mandal, Indian Institute of Management Ahmedabad
Arvind Sahay, Indian Institute of Management Ahmedabad
Sanjeev Tripathi, Indian Institute of Management, Indore

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.