Dimensions of brand personality
Aaker develops a theoretical framework of brand personality, identifying five dimensions (sincerity, excitement, competence, sophistication and ruggedness), and builds a reliable, valid and generalisable scale to measure them, closing with a discussion of how consumers use brands symbolically. Journal of Marketing Research 34(3), 1997; sole author Jennifer L. Aaker.
Aaker develops a theoretical framework of brand personality, identifying five dimensions (sincerity, excitement, competence, sophistication and ruggedness), and builds a reliable, valid and generalisable scale to measure them, closing with a discussion of how consumers use brands symbolically. Journal of Marketing Research 34(3), 1997; sole author Jennifer L. Aaker.
Written from the abstract from the OpenAlex record (DOI lookup), 2026-11-03; full text not read.
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Aaker, J. L. (1997). “Dimensions of brand personality.” Journal of Marketing Research, 34(3). doi:10.1177/002224379703400304 https://doi.org/10.1177/002224379703400304