2015 | OriginalPaper | Buchkapitel
The Transfer of Personality to Brands from Associated Spokespersons
verfasst von : Obinna Obilo
Erschienen in: Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…
Verlag: Springer International Publishing
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How do brands develop personalities? This research is an attempt to extend the concept put forth by Aaker (1997) i.e. the development of a brand personality scale. Brand Personality is defined as “the set of human characteristics associated with a brand” (Aaker 1997).The concept of Brand Personality is predicated on the assumption that certain human personality traits are assigned in general by consumers to brands. This research thus intends to investigate how new brands can develop these human-like personality traits.