Visual representation of brand personality dimensions

Wilson, B, Westberg, K and Callaghan, B 2009, 'Visual representation of brand personality dimensions', in Ralf Terlutter, Sandra Diehl, Matthias Karmasin, Edith Smit (ed.) Proceedings of the 8th International Conference on Research in Advertising, Klagenfurt, Austria, 25-27 June, 2009, pp. 1-12.


Document type: Conference Paper
Collection: Conference Papers

Title Visual representation of brand personality dimensions
Author(s) Wilson, B
Westberg, K
Callaghan, B
Year 2009
Conference name ICORIA 2009
Conference location Klagenfurt, Austria
Conference dates 25-27 June, 2009
Proceedings title Proceedings of the 8th International Conference on Research in Advertising
Editor(s) Ralf Terlutter, Sandra Diehl, Matthias Karmasin, Edith Smit
Publisher European Advertising Academy
Place of publication Klagenfurt am Woethersee, Austria
Start page 1
End page 12
Total pages 12
Abstract The seminal work of J. Aaker (1995; 1997) introduced and reinvigorated how scholars conceptualise and assess brand personality. Her work has inspired many cross-cultural replication studies and has been utilized in different contexts (eg. retail, online personality, corporate personality). This research study validates the five brand personality traits and presents results from two multiple correspondence analyses for Australian brands. The results reveal that there are key differences between males and females. Females show greater discrimination for the brand personality contructs and brands show clearer differentiation. This exploratory approach raises numerous issues that need to be considered in future research with emphasis on explaining these differences.
Subjects Marketing Research Methodology
Marketing Communications
Marketing Measurement
Keyword(s) advertising
brand personality
strategic mapping
multiple correspondence analysis
brand image
Copyright notice Copyright ICORIA and The Authors 2009
ISBN 9783200015562
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