CONCEPTUALISING BRAND PERSONALITY: AN OVERVIEW AND ANALYSIS OF BRAND PERSONALITY DIMENSIONS

Authors

  • Dr. K. Sethuraman Assistant Professor, Department of Business Administration, Annamalai University, Chidambaram, India.

Keywords:

customers’ e-service, management literature

Abstract

A brand personality is one of the most important factors in developing a strong brand identity. In the brand management literature Kapferer was (according to Aaker, 1997) one of the first to introduce it in the 1970s. It is usually defined as “the outward face of a brand, its characteristics most closely associated with human traits”. Aaker states that the perceived personality of a person is affected by nearly everything associated with that person – including his or her neighborhood, friends, activities, clothes, and manner of interacting – so to is a brand personality. Today, the dimensions of brand personality are commonly defined as “the set of human characteristics associated with a brand” (Aaker, 1997, p.347). In particular, it has been argued that, because human and brand personalities have different antecedents; some dimensions of human personality may be mirrored in brands, whereas others might not (Aaker 1997, p. 348).

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References

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Published

02-09-2021

How to Cite

Dr. K. Sethuraman. (2021). CONCEPTUALISING BRAND PERSONALITY: AN OVERVIEW AND ANALYSIS OF BRAND PERSONALITY DIMENSIONS. Researchers World - International Refereed Social Sciences Journal, 6(3), 131–136. Retrieved from https://www.researchersworld.com/index.php/rworld/article/view/631

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