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Aaker's Brand Personality Framework (Journal of Marketing Research, 8/97, Pp. 347-356)

Jennifer Aaker developed a framework for measuring brand personality using five core dimensions: Sincerity, Excitement, Competence, Sophistication, and Ruggedness. Each dimension contains a set of facets that are measured using traits on a 5-point scale of how descriptive they are of a given brand. The framework provides a way to understand and quantify a brand's personality.

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Eileen Chong
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352 views1 page

Aaker's Brand Personality Framework (Journal of Marketing Research, 8/97, Pp. 347-356)

Jennifer Aaker developed a framework for measuring brand personality using five core dimensions: Sincerity, Excitement, Competence, Sophistication, and Ruggedness. Each dimension contains a set of facets that are measured using traits on a 5-point scale of how descriptive they are of a given brand. The framework provides a way to understand and quantify a brand's personality.

Uploaded by

Eileen Chong
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOC, PDF, TXT or read online on Scribd
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Aakers Brand Personality Framework (Journal of Marketing Research, 8 !

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Jennifer Aaker de+elo#ed a framework for measuring ,rand #ersonality with fi+e core dimensions of ,rand #ersonality, each di+ided into a set of facets$ -he fi+e core dimensions and their facets are .incerity (down'to'earth, honest, wholesome, cheerful* /0citement (daring, s#irited, imaginati+e, u#'to'date* 1om#etence (relia,le, intelligent, successful* .o#histication (u##er class, charming* Ruggedness (outdoorsy, tough*

/ach facet is in turn measured ,y a set of traits$ -he trait measures are taken using a fi+e'#oint scale (23 not at all descri#ti+e, (3e0tremely descri#ti+e* rating the e0tent to which each trait descri,es the s#ecific ,rand of interest$ -he traits used for each of the facets are 4own'to'earth (down'to'earth, family'oriented, small'town* 5onest (honest, sincere, real* 6holesome (wholesome, original* 1heerful (cheerful, sentimental, friendly* 4aring (daring, trendy, e0citing* .#irited (s#irited, cool, young* 7maginati+e (imaginati+e, uni8ue* 9#'to'date (u#'to'date, inde#endent, contem#orary* Relia,le (relia,le, hard working, secure* 7ntelligent (intelligent, technical, cor#orate* .uccessful (successful, leader, confident* 9##er class (u##er class, glamorous, good looking* 1harming (charming, feminine, smooth* :utdoorsy (outdoorsy, masculine, 6estern* -ough (tough, rugged*

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