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    Dimensions of BP JMR 1997.1

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    Ashwin Choudhary
    Brand personality refers to the human characteristics associated with a brand. Aaker identified 5 core dimensions that capture brand personality: sincerity, excitement, competence, sophistication, and ruggedness. These dimensions can help marketers understand how consumers perceive brands as human personalities and facilitate consistent brand positioning.

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    Dimensions of BP JMR 1997.1

    Uploaded by

    Ashwin Choudhary
    7 views1 page
    Brand personality refers to the human characteristics associated with a brand. Aaker identified 5 core dimensions that capture brand personality: sincerity, excitement, competence, sophistication, and ruggedness. These dimensions can help marketers understand how consumers perceive brands as human personalities and facilitate consistent brand positioning.

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    Dimensions

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    Brand personality refers to the human characteristics associated with a brand. Aaker identified 5 core dimensions that capture brand personality: sincerity, excitement, competence, sophistication, and ruggedness. These dimensions can help marketers understand how consumers perceive brands as human personalities and facilitate consistent brand positioning.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    7 views1 page

    Dimensions of BP JMR 1997.1

    Uploaded by

    Ashwin Choudhary
    Brand personality refers to the human characteristics associated with a brand. Aaker identified 5 core dimensions that capture brand personality: sincerity, excitement, competence, sophistication, and ruggedness. These dimensions can help marketers understand how consumers perceive brands as human personalities and facilitate consistent brand positioning.

    Copyright:

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    Dimensions of brand personality

    Jennifer L Aaker JMR, Journal of Marketing Research; Aug 1997; 34, 3; ABI/INFORM Global pg. 347

    Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.

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