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Forschungsergebnis (Zeitschriftenartikel)

Martin Eisend, Nicola Stokburger-Sauer: Measurement Characteristics of Aaker’s Brand Personality Dimensions: Lessons to be Learned from Human Personality Research

Abstract

By referring to research on the measurement of the Big Five personality factors, this article investigates measurement characteristics of brand personality (BP) dimensions. The authors apply a meta-analysis and investigate the intercorrelations and reliabilities of the BP dimensions of
Sincerity, Excitement, Competence, Sophistication, and Ruggedness, as suggested by Aaker (1997). Similar to the Big Five personality factors, the measurement of BP reveals interdependence of the dimensions and one General Personality Factor. Furthermore, the reliabilities reveal instability
across method characteristics, for instance, the use of facets as opposed to traits in measuring BP drives up the reliabilities of those dimensions with a larger number of items (e.g., Sincerity). Finally, as with the Big Five, the BP dimensions show differential effects on performance measures (as assessed by brand attitude) and thus support the predictive power of the single  dimensions. The findings provide insights into the dimensional structure of BP and its stability, and support the transferability of the Big Five personality factors to nonhuman domains. Importantly, the article outlines relevant avenues for future research on BP measurement.

Autor Martin Eisend, Nicola Stokburger-Sauer
Titel des Aufsatzes Measurement Characteristics of Aaker’s Brand Personality Dimensions: Lessons to be Learned from Human Personality Research
Jahr 2013
Zeitschrift Zeitschrift Psychology & Marketing
Ausgabe / Nummer 30/11
Ranking B (VHB-Jourqual 2.1 (2011))
Seiten 950-958

Einordnung in die Universitätsstruktur

Fakultät Wirtschaftswissenschaftliche Fakultät
Lehrstuhl Professur für Betriebswirtschaftslehre, insbesondere Marketing

Bibliographische Angabe

Martin Eisend, Nicola Stokburger-Sauer: Measurement Characteristics of Aaker’s Brand Personality Dimensions: Lessons to be Learned from Human Personality Research. In: Psychology & Marketing 30/11, 2013, S. 950-958.