Nicola Stokburger-Sauer

Nicola Stokburger-Sauer

Nicola Stokburger-Sauer is a researcher and co-author, with Martin Eisend, of the 2013 Psychology & Marketing meta-analysis of the measurement characteristics of Aaker's brand personality dimensions.

Who they are

The work of Nicola Stokburger-Sauer reaches this site through the paper listed below. On this site the name is tied to Brand Personality.

Key papers

Eisend, M., & Stokburger-Sauer, N. E. (2013). Measurement characteristics of Aaker's brand personality dimensions: Lessons to be learned from human personality research. Psychology & Marketing, 30(11), 950-958. What it reports: Meta-analysis, drawing on Big Five research, of the intercorrelations and reliabilities of Aaker's five brand personality dimensions. The dimensions were interdependent and reflected a general factor; reliabilities varied with the measurement method; the dimensions had differential effects on brand attitude.

Key ideas

Brand Personality: The set of human traits people associate with a brand, measured on five dimensions in one widely used framework.

Sources

  1. Eisend, M., & Stokburger-Sauer, N. E. (2013). Measurement characteristics of Aaker's brand personality dimensions: Lessons to be learned from human personality research. Psychology & Marketing, 30(11), 950-958.