Brand personality: Exploring the potential to move from factor analytical to circumplex models
✍ Scribed by Jillian C. Sweeney; Carol Brandon
- Publisher
- John Wiley and Sons
- Year
- 2006
- Tongue
- English
- Weight
- 916 KB
- Volume
- 23
- Category
- Article
- ISSN
- 0742-6046
No coin nor oath required. For personal study only.
✦ Synopsis
Abstract
With the proliferation of products and brands in the marketplace, brand personality has emerged as an important means of brand differentiation and thus of increasing consumer preference. However, little research has investigated this important construct, with the significant exceptions of Aaker's (1997) work, which is based on a factoranalytical approach. In response to the limitations of the factor approach to brand personality, this study explores the potential for advancing understanding of brand personality through a circumplex model derived from the fields of social and personality psychology and interpersonal psychiatry. The model is based on relationships between interpersonal personality traits or emotions and can assist academics and practitioners in understanding the brand personality concept. © 2006 Wiley Periodicals, Inc.