Title: dimensions of brand personality created date: 20160806151851z. To better decipher brand personality, consider these five dimensions, or the five ways people consistently react to brand identities most brands fall into one trait, but some have a crossover by deciphering which of these five personalities a brand fits under, marketers are able to craft their brand in a way that makes the most sense and can. Significant means differences were observed in the brand personality dimensions of the laptop according to the students' gender, present year of study and academic program for users of the laptop, sincerity and modern of the brand personality dimensions were positively correlated with the brand quality rating.
Brand personality is a set of characteristics that describe a brand 28 brand managers are interested in promoting a brand personality which attracts consumers' attention such that they may form a preference for a brand consumer preferences are a pivotal concept in marketing as they underpin customer choice among alternatives. That, for a university brand, brand personality dimensions of sincerity and competence have more influence on brand identification and word-of-mouth than the dimensions of excitement and sophistication in addition, brand identification appears to mediate the influence of these two dimensions of brand personality on word-of-mouth. Sincerity matters a brand personality demonstrates sincerity when consumers consider it down-to-earth, honest, genuine or cheerful the brand doesn't have to possess all the traits identified within the dimension, but it must strongly identify with at least one.
As a social psychologist and marketer, aaker began her research career by proposing a dimensions of brand personality framework to describe and measure the personality of a brand, defined as the set of human characteristics associated with it. The five dimensions of brand personality by jennifer aaker is a framework to describe and measure the personality of a brand in five core dimensions, each divided into a set of facets it is a model to describe the profile of a brand by using an analogy with a human being. Rev integr bus econ res vol 1(1) 114 determination of brand personality dimensions for a laptop computer using aaker's brand personality scale. The dimensions of brand personality was initially proposed by aaker (1997) in his famous brand personality framework consisting of 5 dimensions of every brand that impacts cognitive branding, brand association and brand recollection.
Dimensions of brand personality-because consumers imagine the brands like human beings and give them personality characteristics, the dimensions of brand personality can be defined by extending the dimensions of human personality to the domain of brands. The conceptual model proposed in this study examines the determinants of brand loyalty with respect to brand personality dimensions such as sincerity, competence and ruggedness and an important brand-consumer relationship variable for a popular clothing brand in india.
Dimensions of brand personality for use in theory tests per- taining to gender dimensions of brands and as a diagnostic tool in the evaluation of positioning strategies. This article describes the development and validation of a two-dimensional scale measuring masculine and feminine brand personality that is discriminant with regard to existing brand personality dimensions and scales measuring masculinity and femininity as human personality traits. Name sincerity excitement competence sophistication ruggedness dimension table 2 five dimensions of brand personality traits with highest item-to-total correlations.
The objective of this article is to develop and validate a scale that measures the gender dimensions of brand personality for use in theory tests pertaining to the gender dimensions of brands and as diagnostic tool in the evaluation of positioning strategies. In this research, the author develops a theoretical framework of the the brand personality construct by determining the number and nature of dimensions of brand personality (sincerity, excitement, competence, sophistication, and ruggedness. Having a brand personality is important because it makes it easier for people to identify with your product or service if people like what your brand stands for, the chances are that they will like your products.
Five key dimensions of brand personality include brand competence, brand sincerity, brand excitement, brand sophistication, and brand toughness many brands choose to use a brand character as a vehicle to express their brand personality and facilitate their brand storytelling process. A brand personality and the second objective is to identify how this personality differs according tothe demographic background of its users and users of other brands lastly, in the third objective we investigated the relationship between the laptop.