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Aaker conceptualized brand personality as consisting of five broad dimensions, namely: sincerity (down-to-earth, honest, wholesome, and cheerful), excitement (daring, spirited, imaginative, and up to date), competence (reliable, intelligent, and successful), sophistication (glamorous, upper class, charming), and ruggedness (outdoorsy and tough ...
Pages for logged out editors learn more. Contributions; Talk; Dimensions of brand personality
Aaker was born in Palo Alto, California to Kay Aaker [5] and David Aaker, a professor and brand consultant. [6] Aaker attended the University of California, Berkeley, where she studied under social psychologist Philip E. Tetlock and Nobel Prize winner Daniel Kahneman, receiving a Bachelor of Arts in Psychology in 1989.
Brand personality refers to "the set of human personality traits that are both applicable to and relevant for brands". [ 53 ] Brand preference refers to "consumers' predisposition towards certain brands that summarize their cognitive information processing towards brand stimuli".
In his 1968 book Personality and Assessment, Walter Mischel asserted that personality instruments could not predict behavior with a correlation of more than 0.3. Social psychologists like Mischel argued that attitudes and behavior were not stable, but varied with the situation. Predicting behavior from personality instruments was claimed to be ...
Aaker received his SB in Management from the MIT Sloan School of Management and then his MA in Statistics and PhD in Business Administration at Stanford University.. He is the E.T. Grether Professor Emeritus of Marketing Strategy at the Haas School of Business [4] and the currently the vice chairman of Prophet, a global brand and marketing consultancy firm, and an advisor to Dentsu, a Japanese ...
True Colors is a personality profiling system created by Don Lowry in 1978. [1] It was originally created to categorize at risk youth [2] into four basic learning styles using the colors blue, orange, gold and green to identify the strengths and challenges of these core personality types.
Brand, C. R. (1984). "Personality dimensions: an overview of modern trait psychology". In Psychology Survey 5, British Psychological Society. George Allen & Unwin, ISBN 978-0-901715-27-2; Brand, C. R. (1989). "The "big five" dimensions of personality? Evidence from ipsative, adjectival self-attributions". Personality and Individual Differences.