TheAaker five-dimensional modelis the most popular way to build a brand personality. This model divides brands into primary traits of sincerity, excitement, competence, sophistication, and ruggedness. Businesses focus on one or two major brand personality dimensions while balancing and complementing the...
It is on this basis that the researcher intends to study the effect of Aaker's Model of brand personality on customer choice of branded e-retailing outfits. The researcher adopted a cross-sectional research design using the descriptive method to explain the analysis ...
“A brand vision should attempt to go beyond functional benefits to consider organizational values; a higher purpose; brand personality; and emotional, social, and self-expressive benefits.”– David Aaker The Aaker Model offers many unique paths to help clarify brand strategies. It provides a foun...
Jennifer Aaker的品牌个性维度架构(Brand Personality DimensionsFramework),运用五个核心尺度来描述和测量品牌的“个性”,每个尺度又勾勒出一系列更为具体的剖面。 品牌个性维度架构通过在品牌性与人性之间建立类推,实现对品牌性格特征的描述。 五个核心维度及其细分剖面 分别为: 真挚(实际、诚实、健康、快乐) 兴奋(大胆...
The Aaker Model: Brand Personality Dimensions The concept of brand personality has been around for quite some time. And if you're wondering who coined the term, it was a professor of marketing namedJennifer Aaker. Her brand personality scale was first published in 1997 in the Journal of Market...
Brand personality: Excitement If we use the Aaker model to look more closely at sports brand Nike’s personality, we can very quickly identify that it has a character filled with excitement. Nike’s personality exudes excitement and enthusiasm from its artfully-named “Swoosh” logo and now-...
Jennifer Aaker Brand Personality Model Jennifer Aaker, a behavioral psychologist and Stanford professor, defined a framework in 1997 which divided the personality into five dimensions, each containing a set of facets. These dimensions are: Sincerity:down-to-earth, honest, wholesome, cheerful ...
Researchers' interest in brand personality expanded rapidly after the seminal work of Aaker framework. But to date, heavy criticism was leveled against Aaker's multi-dimensional model to measure brand personality construct. This prompted authors to review the literature on the effectiveness and ...
Aaker (1997) proposes a theoretical model of the brand personality concept through the determination of the number and the nature of its dimensions. She defines brand personality as "the set of human characteristics associated with a brand". Aaker identifies 42 traits, 15 facets and five brand ...
文档标签: 产品与品牌管理aaker 40199741 dimensions of brand personality 系统标签: aaker personality dimensions brand permission prohibited Reproducedwithpermissionofthecopyrightowner.Furtherreproductionprohibitedwithoutpermission. Dimensionsofbrandpersonality JenniferLAaker JMR,JournalofMarketingResearch;Aug1997;34,3;...