Dimensions of brand personality
Dimensions of brand personality
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DOI：
10.2307/3151897
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发表时间：
1997-08-01
影响因子：
6.1
通讯作者：
Aaker, JL
中科院分区：
文献类型：
--
作者：
Aaker, JL
尽管在人格心理学方面已经做了大量的研究来概念化人的个性，确定“五大”维度，并探索每个维度的意义，但在消费者行为中对品牌个性的研究还没有进行过类似的研究，因此，对品牌符号使用的理解在消费者行为文献中是有限的。在本研究中，作者通过确定品牌人格维度（真诚、兴奋、胜任、成熟和粗犷）的数量和性质，构建了品牌人格建构的理论框架。对品牌个性的五个维度进行测量，创建一个可靠、有效、可推广的测量量表。最后，讨论了品牌符号使用的理论和实践意义。
Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the ''Big Five'' dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer behavior on brand personality, Consequently, an understanding of the symbolic use of brands has been limited in the consumer behavior literature. In this research, the author develops a theoretical framework of the brand personality construct by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence, Sophistication, and Ruggedness). Tc, measure the five brand personality dimensions, a reliable, valid, and generalizable measurement scale is created. Finally, theoretical and practical implications regarding the symbolic use of brands are discussed.